Empirical Blog

Web analytics audit featured

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If imitation is the sincerest form of flattery, being linked to comes in a close second.

analysis-exchange-case-studySo we blushed when the Official Blog of the Analysis Exchange -- "the world's only effort to connect nonprofits and web analysts to create free insights for the nonprofit community" -- pointed its clients to our Web Analytics Audit and Google Analytics Audit as best practices for ensuring Analysis Exchange projects are focused on the most leveraged web analytics issues:

"A technical audit is a thorough evaluation of your website’s analytics software implementation that allows you to understand what your software may be missing or reporting inaccurately.  It provides you with knowledge of your reporting limitations, and its ultimate goal is to identify issues that need to be addressed to ensure that key visitor behaviors are captured accurately so that your data-driven recommendations are reliable.  By requesting an audit from the mentor and student in your first Analysis Exchange project, the areas of greatest need will be identified, and you can prioritize your subsequent projects according to your requirements, while obtaining ideas for future projects."

Guest blogger Joan Cole -- who worked with our founder Peter Howley on two Exchange projects -- detailed some of the findings that audits deliver:

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Cox renovates its SiteCatalyst

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Cox's Kudzu.com helps homeowners fix up their houses. Empirical Path helped Cox fix up its Omniture metrics, as detailed in our new case study:

adobe sitecatalyst pathfinder"The site had deployed Adobe SiteCatalyst, powered by Omniture, to measure success in driving subscriptions and consumer engagement.  However, the legacy SiteCatalyst implementation didn’t distinguish key content and audience segments, such as paid vs. free listings and geography, and didn’t track video.  As a result, management was unable to close the loop between campaigns aimed at merchants and resulting paid listings."

We used every weapon in our arsenal to help this media business get the most from its investment in SiteCatalyst, Discover, and DataWarehouse: audits, dashboards, rich media tracking, SAINT product classifications, CRM integration, and one of our specialties, campaign tracking.  Having grown up in content and advertising businesses like washingtonpost.com, CNN.com, AOL, and Weather.com, consultants Peter Howley and Jim Snyder helped Kudzu answer questions about geographic markets, advertiser visibility, and content promotion.

Read the whole case study here.

Or contact us about our media and campaign tracking expertise.

DC website starts Campaign Tracking

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Reaching out to supporters and stakeholders always costs time and money, and no sector is under more pressure to conserve both than not-for-profits.  That's why we were so welcomed at Agora Partnerships in Washington, DC when we delivered a way to track which campaigns are worth the investment as part of an Analysis Exchange team.  From our new case study on the project:

google analytics campaign tracking

"The highest priority for Agora, however, was Empirical Path’s finding that visits from key marketing channels were not clearly distinguishable in the out-of-the-box Google Analytics reporting.  For instance, clicks on email newsletters were reported as Direct Visits when recipients used email clients such as Outlook, but were reported as Referrals when recipients used webmail such as Gmail.  Visits driven by carefully composed staff social media posts were impossible to differentiate from visits due to posts made by supporters and other outside parties.  Google AdWords traffic was clear in reports, but pay-per-click search engine marketing on other platforms would be mixed in with organic search traffic resulting from search engine optimization."

This is a common pain point in every sector, but by virtue of being a not-for-profit, Agora got our expert advice for free through the Analysis Exchange.  What is the Analysis Exchange?

"The Analysis Exchange is an effort designed to provide hands-on training opportunities for aspiring web analytics professionals while providing free web data analysis to the entire nonprofit community. The effort works by connecting organizations, mentors, and student participants."

We've since launched a similar service -- a customized process, tool, training and report to track campaigns -- as a fixed-fee offering for commercial clients: Campaign Tracking costs $2,500 (less for Google Analytics clients, thanks to our partnership with Google) and lets marketers see which channels, placements, and messages best drive visitation and conversion.  You can finally compare email, social media, pay-per-click (PPC) search engine marketing (SEM), affiliates, and display ads.

Update: the Official Blog of the Analysis Exchange also featured this project.

See examples of other Campaign Measurement or Not-for-Profit sector projects.

Contact us to get Campaign Tracking for a flat fee.

Ad tracking made easy

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There's no such thing as a free lunch, but if you dine on campaign data, we can guarantee you won't pay too much.

campaign-tracking-webtrendsEmpirical Path is proud to introduce another fixed-fee service to our clients, so the "investment" part of the ROI equation is certain.  With our Campaign Tracking service, the "return on" part is also pretty clear: marketers learn which channels, campaigns, placements, mailing lists, keywords, calls to action -- really any aspect of marketing campaigns! -- work best.

For Campaign Tracking clients, we provide the tool, process, naming, reports, and training to track any inbound link that is used to drive visits and conversions.  Whether you use Google Analytics campaign tags, SiteCatalyst SAINT classifications, or Webtrends WT.mc_id's, we go beyond Google URL Builder to make it easy for everyone on your team to share consistent, complete campaign tracking.  Whether you invest time and money in email, pay-per-click, banners, social media, affiliates, re-targeting, even offline, we enable you to measure success.

Bringing this collaboration and insight to your organization costs just $2,500 (and even less -- $2,000 -- for Google Analytics clients).  No ifs, ands, or buts: campaign tracking comes for a flat fee.  We've learned from our other fixed-price services -- web analytics audits and split tests -- that clients don't want to worry about a consultant running up the hours.  We've done enough of these projects to know how long it takes and the value it creates.  Of course, many of our customer successes come on customized projects that the client buys per-hour, but each of these is unique in scope.

And once clients are tracking advertising and other channels, they often want to take the next step: moving beyond last-click attribution models to understand all the marketing efforts that contribute to customer conversions. That's where our colleague Daavi Zain -- and tools like Google Analytics Multi-Channel Funnels, Google Analytics Premium's Attribution Modeling Tool, SiteCatalyst Marketing Channels, VisualIQ, and ClearSaleing -- come in for custom attribution modeling engagements.

Sick of logging into email service provider, ad server, and pay-per-click bidding systems to find out which campaigns work?  Tired of rolling up rows like "us.mg201.mail.yahoo.com" in your referral reports?  Want to compare all the ways you promoted the spring sale in one place?

Please contact us about Campaign Tracking.

Read our popular blog post on the challenge of piecemeal tagging.

Study how we helped one not-for-profit streamline campaign tracking.

Or get Google's take on how we helped one media client track email campaigns.

Google publishes our case study

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Maybe there is such a thing as a free lunch...

We teamed with our Partner Google Analytics to jointly publish a case study, "A switch from Coremetrics to Google Analytics removes measurement blindspots, increases actionable insights and drives revenue."  Only three other Google Analytics Certified Partners in North America have received this honor, and we were also chosen as the first GACP to co-present a webinar with Google.

The two-pager recaps an engagement in which Empirical Path reduced our client's total digital measurement costs while enhancing its web analytics capabilities.  How?  By replacing a premium web analytics tool with a combination of the free Google Analytics and professional customization and reporting services. Read on...

Our entertainment client's goals were typical of media and commerce businesses:

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New York analytics pros meet up

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How many digital measurement pros can fit in a phone booth?  We don't know, but 44 squeezed into a private room for Web Analytics Wednesday in New York December 1.

web analytics wednesday new yorkThank you to everyone who heard about the event via Meetup.com, Web Analytics Demystified, Linkedin, and Facebook. Across all of these RSVP platforms, we had over 90 people interested, scary for us as the sponsor buying drinks but fantastic for us as we hire and seek new clients and agency partners.

Also, a huge thank you to host Melaine Fuentes for making it all happen.

Four questions came up again and again in conversations:

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