Empirical Path consultants mapped a regional hospital's constituents for its new ad agency.  Leveraged social media interaction, demographic, geographic, 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 recommended refinements to websites and campaigns for numerous CPG clients of a traditional advertising agency.  Established tracking of AdWords and other online campaigns, then designed and delivered regular reports to update management on campaign and website performance.  Captured referrals to online retail partners from Flash website and created visitor segments for further analysis based on preferred retailer type.  Merged Google Analytics data with coupon download and redemption data to measure success.

Empirical Path consultants inaugurated a web analytics program to measure five websites for a beverage client of the world’s largest interactive agency. Created Key Performance Indicators based on interviews with client management and marketing campaign objectives. Configured dozens of profiles to report on customized goals for specific business stakeholders. Detailed requirements for development team to tag Flash-based sites with Quantcast and Google Analytics code in order to capture visitor demographics and interactions such as playing and sharing a viral contest.

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.