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.
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