Empirical Path consultants led a pay-per-click search engine marketing campaign for a Federal public health advertising campaign and its advertising agency, increasing visitation by more than a third.  Tracked impact on website traffic and engagement using Webtrends, Google AdWords, and Yahoo! Sponsored Search.  Designed and led tests of alternate landing pages to improve user engagement with content by measuring time spent and pages viewed per visit and single-page visitation.  Created clear, periodic reports that explained progress and next steps to a lay audience.

Empirical Path consultants created the web measurement strategy for the credit card acquisition business of major bank on behalf of an interactive agency.  Recommended specific features and tiers of WebTrends and TeaLeaf software to meet and exceed client business requirements, including detailed visibility into the online conversion funnel.  Planned implementation process to ensure availability of metrics by client deadlines.  Created Key Performance Indicators to guide report and dashboard creation based on client interviews and industry best practices.

Empirical Path consultants created and deployed online surveys for a social marketing agency to measure subscriber satisfaction with a national voluntarism organization’s newsletter.  Customized survey software to allow ranking, open-ended, choose-one, and choose-all questions.  Analyzed data to identify four distinct subscriber segments and distinct responses from each.  Categorized open-ended responses using keyword analysis to highlight major themes.  Recommended newsletter format and content enhancements to improve satisfaction in key segments, such as likely donors.

Empirical Path consultants customized and enhanced WebTrends implementation for insurance client of world’s largest interactive agency. Created custom reports based on unique website work flow and goals to measure business impact.  Specified tagging requirements for client and agency development teams to ensure proper categorization of pages and complete capture of user interaction with external links, videos, and other non-page events.  Documented customizations for client and agency training and support.