Empirical Path Web Analytics & Market Research

 

Media Industry

Content and information businesses value Empirical Path's deep understanding of audiences and advertising, grounded in its consultants' experience at CNN.com, Newsweek.com, and AOL. Keep reading for project capsules that illustrate our approach to the media industry, and contact us about measuring and understanding your audience.

Client: Business Publisher

Empirical Path consultants audited the Google Analytics implementation of a financial and technology news publisher to enhance how visitor behavior was captured and communicated to decision-makers.  Tested a dozen website goals to ensure that conversions were tracked and recommended Events and URL query parameters to fix untracked goals.  Designed a campaign tagging approach to allow deeper analysis of company-initiated efforts and separation from user-generated referrals.  Launched regular narrative to interpret and recommend ways to improve website results.  Read the full case study.

Client: Parenting Community

Empirical Path consultants synthesized web analytics, ad server, and CRM data in daily "war room" reports for the top parenting community website.  Interviewed executives to understand business drivers and craft Key Performance Indicators. Drafted daily, weekly, monthly, and quarterly reports on results and variance from prior periods.  Created the first-ever detailed forecast of site usage and advertising sales as a baseline.  Configured Omniture SiteCatalyst, DART for Publishers, and Salesforce.com to automate outputs needed for synthesized reports.  Read the full case study.

Client: Entertainment

Empirical Path consultants replaced a costly Coremetrics installation with free Google Analytics software for a media and entertainment company.  Inaugurated mobile device, video, and Rich Internet Application measurement.  Established and reported usage by visitor segments based on registration status.  Refined ecommerce reporting using advanced filters to better track product categories and link sales to marketing campaigns.  Employed the Google Analytics API to pair web analytics data with legacy data sources for custom reporting.  Read the full case study.

Client: Directory

Empirical Path consultants enhanced and repaired Omniture SiteCatalyst implementation and set up custom Discover segments for a home improvement website to restore management trust in web analytics data.  Audited and upgraded the core Omniture code to latest version and inaugurated measurement of videos and exit links.  Implemented tracking of weekly emails and created standard nomenclature for SAINT campaign classifications and success events.  Evaluated impact of landing page navigation changes on content consumption.

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Services

Consultants

Empirical Path was founded in 2002 by Peter Howley, a seasoned consultant, strategist, and manager.  Howley has advised diverse organizations -- from household names to startups -- in media, finance, retail, not-for-profit, and government.

Howley developed Empirical Path’s data-driven approach while at strategy consultancy Bain & Company and in the MBA Program at Harvard Business School.  He started the Business Research and Analysis practice at social marketing firm Noral Group International.

Howley led market research and web analytics at washingtonpost.com, then headed the advertising effectiveness product line at the internet's largest ad network.  He has earned Omniture and Google Analytics certifications.

Contact Peter Howley at (505) 856-6131 or via email.

 

Empirical Path's Web Analytics Practice is led by Jim Snyder, a veteran of web publishing and technology and a certified Google Analytics expert.  Snyder has led numerous implementation, configuration, and analysis projects for content sites and marketers from Silicon Alley to Silicon Valley.

Snyder built his deep experience in web analytics, content, and marketing in development and measurement roles with Weather.com, Yale University, and Georgia Tech.  He began his web publishing career as part of the launch team for CNN.com.

Snyder's technical skills include SQL, SPSS, Oracle, SQL Server, PHP, and Java.  He also holds an MBA from the Georgia Tech College of Management.

Contact Jim Snyder at (203) 804-4509 or via email.