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 designed and executed an A/B split test using Google Website Optimizer for a major research university to encourage visitors to register and pay for courses online.  Analyzed Google Analytics Conversion Funnel to diagnose the initial PPC landing page as the best opportunity to boost conversions.  Recommended new copy, placement, and appearance for the key call-to-action on that page.  Proved a nearly 300% increase in click-through rate to the course search page by splitting traffic between the original and revised landing pages.  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 increased online charitable donations for an environmental and economic sustainability non-profit organization in New York City on behalf of its search engine marketing and design agency.  Implemented Google Analytics e-commerce tracking to measure and analyze PayPal donations that previously could not be disaggregated.  Enabled management to expose deeper insights into referring sites and keywords that led to donations.  Led to dramatic increases in site traffic and donations.