Empirical Path consultants conceived and delivered a study to benchmark peers and learn best practices for a vertical content and community website.  Interviewed client executives to understand key levers and blind spots in advertising operations and pricing decisions.  Designed invitation, online questionnaire, and incentives to assure participants convenience and anonymity.  Analyzed feedback to reveal natural segments in the market and results within each.  Wrote detailed report to identify variations from best practices in client processes, policies, and metrics.

Empirical Path consultants launched the advertising effectiveness product offering for a major ad-supported website.  Commissioned Dynamic Logic to measure brand awareness, favorability, message association, and purchase intent among readers who saw clients’ advertising campaigns on the site, versus similar readers who did not.  Identified demographic, in-market, and other segments with the greatest increase in brand impact versus the unexposed baseline.  Calculated the optimum frequency of ad exposure and the relative performance of various creative executions.

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.