Empirical Path Web Analytics & Market Research

 

Project Capsule: Career Education Program


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.

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Services

Consultants

Empirical Path's Market Research Practice is led by Peter Howley, a seasoned consultant, entrepreneur, and manager.  Howley has advised diverse companies, from household names to startups, in publishing, television, not-for-profit, and technology.

Howley developed Empirical Path’s data-driven approach at Bain & Company and Harvard Business School.  He started the Research and Analysis practice at Washington, DC social marketing agency Noral Group International.

Howley led alliance development and market research at washingtonpost.com and Newsweek.com, then headed marketing effectiveness products at the largest online ad network.

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.  A certified Google Analytics expert, Snyder has led implementation, configuration, and analysis projects for publishers and marketers in Silicon Alley and Silicon Valley.

Snyder built his deep experience in web analytics, content, and marketing in production and research roles with Weather.com, Yale University, and Georgia Tech; he also holds an MBA from the Georgia Tech College of Management.

Snyder began his web publishing career as part of the launch team for CNN.com.  His technical skills include SQL, SPSS, Oracle, SQL Server, PHP, and Java.

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