Empirical Path consultants created the web measurement strategy for the credit card acquisition business of major bank on behalf of an interactive agency. Recommended specific features and tiers of WebTrends and TeaLeaf software to meet and exceed client business requirements, including detailed visibility into the online conversion funnel. Planned implementation process to ensure availability of metrics by client deadlines. Created Key Performance Indicators to guide report and dashboard creation based on client interviews and industry best practices.
Service Sector
Financial services, retail, and other clients in the service sector employ Empirical Path to improve their customer acquisition and customer care. Keep reading for project capsules that illustrate our approach to service businesses, and contact us about measuring and understanding your customers.
Client: Insurance
Empirical Path consultants customized and enhanced WebTrends implementation for insurance client of world’s largest interactive agency. Created custom reports based on unique website work flow and goals to measure business impact. Specified tagging requirements for client and agency development teams to ensure proper categorization of pages and complete capture of user interaction with external links, videos, and other non-page events. Documented customizations for client and agency training and support.
Client: Career Education
Empirical Path consultants planned, executed, and measured the consumer marketing campaign for a career education program serving college students. Built a database of school characteristics to select high-potential campuses based on admissions competitiveness, student hometowns, advertising costs, and on-campus recruiting. Tested multiple online advertising approaches — from display and text ads to email sponsorships — to optimize cost per lead. Employed Webtrends to track site visitation patterns, then adjusted site navigation to drive visitors toward sign-up. Read the full case study.
Client: Retailers
Empirical Path consultants implemented Google Analytics reporting for multiple online retailers. Customized dashboards to focus executives on Key Performance Indicators for each business. Implemented goals and funnels to allow simplified tracking of conversions and identification of under-performing steps in sales and registration processes. Recommended key pages for conversion optimization tests using A/B and multi-variate methodologies. Suggested improvements to website marketing and design based on web analytics findings and comparison to benchmarks.
