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 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.