Empirical Path consultants established social media measurement for a major research university.  Tied Scout Labs mention and sentiment data to Google Analytics visitation, engagement, and conversion data to reveal the entire consideration funnel for the social media audience.  Established campaign processes and tools to more completely track both time-bound and ongoing messaging efforts and distinguish the impact of both "purposeful" and "organic" social media.  Created metrics and reporting to allow re-allocation of staff time to the highest impact social media topics and channels.  Read the full case study.

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.

Empirical Path consultants led a pay-per-click search engine marketing campaign for a Federal public health advertising campaign and its advertising agency, increasing visitation by more than a third.  Tracked impact on website traffic and engagement using Webtrends, Google AdWords, and Yahoo! Sponsored Search.  Designed and led tests of alternate landing pages to improve user engagement with content by measuring time spent and pages viewed per visit and single-page visitation.  Created clear, periodic reports that explained progress and next steps to a lay audience.

Empirical Path consultants revealed the research and publication usage, needs, and preferences of multiple market segments for an association of health professionals.  Reviewed prior research findings and analyzed historical product order data to identify knowledge gaps and product and user segments.  Drafted over 50 potential survey questions for client selection.  Created survey instrument, including skip logic and multiple collectors, using SurveyMonkey.  Analyzed results to identify under-served segments and opportunities based on organization size, funding sources, event attendance, and geography.