Empirical Blog

Empirical Blog is our roughly weekly take on web analytics, market research, and online marketing, plus interesting nuggets from our alliance partners and past, current, and future clients. Subscribe here.


Google Analytics Premium: have it your way

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google analytcs premium resellerEmpirical Path is thrilled to be selected as a Google Analytics™ Premium Authorized Reseller, enabling us to customize services and pricing for Google’s enterprise solution. Now we can deliver exactly the technical, reporting, and training services each client needs -- including services that Google doesn’t offer -- in a flexible pricing structure.

Google Analytics Premium changed the web analytics software landscape with a fixed, transparent price -- $150,000 per year -- for a combination of software license and fixed services. The license gets you enterprise-level reliability, power and security, and the services are implementation guidance, remote support, and training at a Google office.

But many enterprises need more than just guidance when they implement JavaScript to record key visitor behaviors across sites. And every data-driven organization wants analytics to drive site changes and inform decision-makers in the way they prefer. So Authorized Resellers like Empirical Path deliver services that you don’t get when purchasing directly from Google:

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4th anniversary brings big news

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news-and-experienceFruits, flowers and appliances are welcome, but the gift Empirical Path LLC needs most on its fourth anniversary is more talent!

Every January 21, we're reminded to look back on the past year by the anniversary of our LLC's formation. In 2013, we had another year of double-digit revenue growth and expanded capabilities. By far the biggest news was being chosen as a Google Analytics Premium Authorized Reseller. We also partnered with Mixpanel, Klipfolio and Optimizely.

We also beefed-up a core offering, our Web Analytics Audit, and formally launched a long-standing service, Reporting & Interpretation. Our consultants delivered multiple projects to integrate web analytics data with CRM and marketing automation tools and to ease analytics code changes via tag management systems.

Empirical Path started in 2003 as a Washington, DC market research consultancy, and is now a team of experts in marketing measurement and split testing with offices, clients and partners around the country and the world. In 2010, we changed our legal structure from a sole proprietorship to a Limited Liability Company to enable a geographic and leadership expansion. We've achieved more in the past four years than the previous seven thanks to the addition of Jim Snyder to lead our web analytics practice. Jim cemented a partnership with Google Analytics that has made us to thought leaders and kept us on the cutting edge of the digital measurement field.

In the past 12 months, Empirical Path also:

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Split test implementation laid out

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google analytics content experiments

Want to take the guesswork out of choosing the best landing page offer, call to action, or image? Learn more about split testing key page elements using the Content Experiments feature from our partner Google Analytics.

Our web analytics practice lead Jim Snyder was featured in another webinar with one of our agency partners and clients, Seattle search engine marketing firm Point It (click here to see the previous webinar in this series, "Google Analytics on Steroids").

Below is the first "chapter" of the webinar, which walks through Google Analytics' replacement for Website Optimizer: Content Experiments. This tool lets marketers listen to their audience -- instead of their guts -- by A/B testing when choosing the right copy, form, template, art or headline for critical pages.

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Attribution modeling explained

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attribution model comparison tool

Want to give credit -- for your website's successes -- where credit is due? Learn more about moving beyond "last touch" attribution by using new features from our partner Google Analytics.

Our web analytics practice lead Jim Snyder was featured in another webinar with one of our agency partners and clients, Seattle search engine marketing firm Point It (click here to see the previous webinar in this series, "Google Analytics on Steroids").

Below is the second "chapter" of the webinar, which explains how Google Analytics' features Multi-Channel Funnels and Attribution Model Comparison Tool let marketers give credit for conversions to earlier touchpoints (whether campaigns, social media, or search), and not just the "last click".

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Universal analytics unveiled

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universal analytics from google analytics

Need to track your digital audience no matter what device in the universe they use? Learn more about Universal Analytics from our partner Google Analytics.

Our web analytics practice lead Jim Snyder was featured in another webinar with one of our agency partners and clients, Seattle search engine marketing firm Point It (click here to see the previous webinar in this series).

Below is the third "chapter" of the webinar, which explains how Universal Analytics works to stitch together multiple visits via multiple devices from one person.

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Google Tag Manager now tracks any click

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GTMWant to track almost any website visitor behavior with almost no dependency on IT or development resources?

This month's Google Analytics Certified Partner Summit launched another exciting new feature: Google Tag Manager Auto Event Tracking. This feature allows websites to fire a Google Analytics tag (or really any tag) based on just a user's click anywhere on the page! Literally anywhere already identified in the HTML, be it an exit link, file download, mailto link, or form.

Some of the initial documentation is a little light -- especially on how to track clicks on other elements such as images and buttons -- so as Google Tag Manager Certified Partners and GA Premium Authorized Resellers we wanted to clarify how to use GTM to track almost anything on a page with little to no customized code. As Justin Cutroni puts it, "Bye Bye JavaScript."

When you want Google Analytics or other tracking of a link or form, you typically have to tap technical resources to insert JavaScript within an onclick event and hard code it within every element you want to track. Doable, but a real pain, especially for the kind of enterprises that use GA Premium. We thoroughly audit analytics implementations to ensure such clicks are being tracked, and there are often errors. Here are the essentials of auto-tracking events:

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