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 laid out market growth, usage hurdles, and technology partnerships to address the camera phone opportunity for a leading printer manufacturer.  Synthesized camera phone growth projections from IDC, InfoTrends, and other research vendors, then discounted these to forecast images printed based on demonstrated consumer printing of photos from camera phones and of similar resolution.  Described competitor products and alliances to address the new market.  Ranked and detailed potential strategic partners, including handset makers and operators.

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 researched end-user markets and channel partnerships in new product categories for a leading imaging hardware manufacturer.  Estimated market size and share in an unmeasured category by using a publicly traded comparable as a proxy for all competitors, then correcting for their lower reseller penetration.  Forecast growth in an unmeasured accessory category based on hardware sales, installer statistics, and the client’s rate of bundling accessories with hardware.  Detailed competitors’ efforts to develop programs for partnering more closely with resellers.