Empirical Path consultants mapped a regional hospital's constituents for its new ad agency. Leveraged social media interactions, demographic and geographic data, and web analytics data, including page views, search terms, and referring sites, to understand visitor behavior and context. Identified themes and mapped their relative importance on-site vs. off-site and in search vs. website vocabulary. Compared visits against the online population in states, DMAs, counties, and cities to highlight potential targets. Proposed roles for each theme in discovery and exploration of the brand, plus tactical improvements to the site. Read the full case study.
Empirical Path Web Analytics & Market Research
Client: Career Education
Empirical Path consultants planned, executed, and measured the consumer marketing campaign for a career education program serving college students. Built a database of school characteristics to select high-potential campuses based on admissions competitiveness, student hometowns, advertising costs, and on-campus recruiting. Tested multiple online advertising approaches — from display and text ads to email sponsorships — to optimize cost per lead. Employed Webtrends to track site visitation patterns, then adjusted site navigation to drive visitors toward sign-up. Read the full case study.
Client: Business News
Empirical Path consultants audited the Google Analytics implementation of a financial and technology news publisher to enhance how visitor behavior was captured and communicated to decision-makers. Tested a dozen website goals to ensure that conversions were tracked and recommended Events and URL query parameters to fix untracked goals. Designed a campaign tagging approach to allow deeper analysis of company-initiated efforts and separation from user-generated referrals. Launched regular narrative to interpret and recommend ways to improve website results. Read the full case study.
Client: Parenting Community
Empirical Path consultants synthesized web analytics, ad server, and CRM data in daily "war room" reports for the top parenting community website. Interviewed executives to understand business drivers and craft Key Performance Indicators. Drafted daily, weekly, monthly, and quarterly reports on results and variance from prior periods. Created the first-ever detailed forecast of site usage and advertising sales as a baseline. Configured Omniture SiteCatalyst, DART for Publishers, and Salesforce.com to automate outputs needed for synthesized reports. Read the full case study.
