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.

Empirical Path consultants led a recurring study to explain trends in public service advertising to government and advocacy groups on behalf of a social marketing agency.  Wrote, designed, and coded questionnaires to gather feedback from television and radio station media directors on PSA airtime, issues, and features.  Oversaw phone and online fielding using a custom database of station contacts. Compiled and analyzed responses to identify noteworthy segments and findings.  Wrote and published a report that attracted media attention and prospective agency clients.

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 measured the impact of affiliate marketing promotions for cable television networks on behalf of their promotions agency.  Designed a telephone survey to compare recurring metrics to established baselines and capture responses to each promotion’s unique features.  Customized a shared Access database for centralized data collection.  Trained and supervised a staff of telephone researchers to build rapport with survey targets.  Analyzed findings to identify gains and setbacks against prior surveys for key market segments, then suggested improvements for upcoming promotions.