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.


Tealium blog features Universal Analytics

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Our Jim Snyder wrote a guest blog post for our partner Tealium, "Upgrading To Google Universal Analytics: The Perfect Excuse To Start Tag Management"tealium blog universal analytics

"Without a TMS, keeping up with the latest GA features like Universal Analytics’ Enhanced Ecommerce feature would take an army of engineers to deliver the code changes required in a timely manner. By putting the Tealium iQ™ tag management system on your site first, you can simultaneously upgrade to Universal Analytics while controlling all of your tracking and marketing tags in one place.

We’ve upgraded dozens of clients from the deprecated GA “Classic” or “Async,” and it is well worth it. Universal Analytics (as the name implies) enables cross-device tracking via a new user-ID feature. This anonymous ID also enables Data Imports to join non-personally identifiable user data from CRM or other systems as Custom Dimensions, which in turn can be used to create GA Views. Universal Analytics even allows offline activity like refunds and phone calls to be tracked via Universal’s new Measurement Protocol.

So if you’re going to upgrade to Universal Analytics, why not kill two — or a dozen — birds with one stone?"

Click here to read the full blog post.

Or read more about Google Analytics' Universal Analytics and our partnership with Tealium.

Empirical Path partners with Tag Management leader Tealium

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tealium certified agency partnerEmpirical Path is proud to announce a partnership with Tealium, the leading enterprise tag management solution. Our consultants help clients:

“...implement, audit, teach, support and customize Tealium iQ to put marketers in control of marketing technology and ease deployment of analytics and advertising tags. We migrate and enhance tags so key user actions and traits are shared across vendors with fewer development resources.”

Tealium is the leader in enterprise tag management, earning spots on the Forbes List of America’s Most Promising Companies of 2014 and Inc. 500 List of Fastest-Growing Private Companies in America.

Why are Tag Management Systems (TMS) important and why should you care? The explosion of digital marketing tools to attract customers and optimize website performance has complicated the task of managing and maintaining them. Tealium makes the lives of marketing managers and technologists easier by consolidating web and mobile tracking, advertising and other vendors’ code through an easy-to-use browser interface. As Forrester Research said,

“Tag management is much more than the management of client-side tags. Marketers see its greater value as an effective interface for the collection, refinement and distribution of digital visitor data to digital marketing vendor technologies. We are witnessing the emergence of the digital data distribution platform.”

It saves countless hours by easily customizing and publishing analytics tags like Google Analytics, Parse.ly, Mixpanel and Webtrends. Advertising, Personalization, Shopping and Social tags are also simplified thanks to the 600+ integrations in Tealium IQ’s Tag Marketplace. These tags can share data and interactions thanks to Tealium’s Data Layer and Extensions, which let us capture traits and clicks that used to require a developer.

Tealium also integrates with e-commerce platforms such as Demandware and Magento to ease the process of getting Tealium installed on client websites.

Other key features in Tealium include:

Read more...

Fado hosts Atlanta Web Analytics Wednesday

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Online marketers, publishers, analysts and developer in Atlanta and other web professionals are invited to the Web Analytics Wednesday we're sponsoring October 15th at Fado Irish Pub 5:30-8:00 p.m.

web analytics wednesday atlanta fadoOur previous events in Washington, DC, New Mexico and New York showed us that the members of the analytics and digital communities not only have a lot to share with one another, they have fun doing it. And our previous events in Atlanta with GTUG left no doubt that there is a vibrant group of web practitioners in the area.

Please RSVP by 12 p.m. October 14 here to enjoy drinks and appetizers on us. We promise no speeches, pitches or presentations.

What the heck is Web Analytics Wednesday?

"Web Analytics Wednesday was founded in 2007 with a singular goal: to connect the world's analysts personally, over drinks, to grow and foster our community. Since 2007 over 10,000 analysts and analytics practitioners have participated in these events, in every major city, on every continent (almost, we are working on the arctic regions.)"

Sign up now so we order enough food, and tell a friend via the share buttons at top.

Web Analytics Reporting Specialist needed

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Mini Me, you complete me. By which we mean, "help wanted."

As Empirical Path has grown our Web Analytics Practice, we've realized that we need clones of Jim, Brett and me to more quickly serve clients and respond to new business opportunities. A junior clone of me will be able to find and communicate insights and opportunities for clients from Google Analytics Premium (or Mixpanel or Optimizely) data using Excel (or Google Sheets, Tableau, BigQuery or Klipfolio). In other words, in job-description-ese:

"The Web Analytics Reporting Specialist is responsible for helping our clients understand their audiences, enhance their digital user experience, improve their web marketing and increase their online conversions. The Specialist will assist multiple engagements at all stages, including:

  • Understanding client needs
  • Drafting proposals, timelines, and budgets
  • Creating Key Performance Indicators
  • Developing and interpreting web analytics reports
  • Finding actionable trends and segments
  • Articulating data-driven recommendations
  • Answering ad hoc questions
  • Identifying opportunities to capture additional user behavior data"

Please see the job description for details on qualifications and how to apply (hint: phone calls and the contact form do not allow candidates to include the required cover letter; we gotta know that you care and that you can write).

And look for Jim's description of a Junior Web Analytics Technical Specialist on these pages.

Web Analytics Wednesday climbs Nob Hill

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Online marketing, design, dev and other professionals in Albuquerque are invited to the Web Analytics Wednesday we're sponsoring June 25th at Scalo 5:30-8:00 p.m.

web analytics wednesday albuquerqueOur previous events in Washington, DC and New York showed us that the members of the analytics and digital communities not only have a lot to share with one another, they have fun doing it. And our previous events in Albuquerque with AAF and ABQ Web Geeks left no doubt that there is a vibrant group of web practitioners in New Mexico.

Please RSVP by 12 p.m. June 25 here to enjoy drinks and appetizers on us. We promise no speeches, pitches or presentations.

What the heck is Web Analytics Wednesday?

"Web Analytics Wednesday was founded in 2007 with a singular goal: to connect the world's analysts personally, over drinks, to grow and foster our community. Since 2007 over 10,000 analysts and analytics practitioners have participated in these events, in every major city, on every continent (almost, we are working on the arctic regions.)"

Sign up now so we order enough food, and tell a friend via the share buttons at top.

Mobile analytics expert dialed in

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Mobile accounts for an increasing share of online traffic, of our business and now our team.

mobile-vs-desktop-pie-chartWe're proud to introduce our newest full-time hire, Brett Newcome, who heads our Mobile Analytics Practice from Atlanta and brings technical and usability expertise to all of our web analytics clients. From his bio:

"...an experienced mobile product manager and Certified Usability Analyst, Newcome leads complex web and mobile measurement and other development initiatives. Newcome balanced technical and design factors for the best user experience as manager of Home Depot’s Pro App for Contractors, Assurant’s mobile self-service app for service plans and Aflac’s first-in-the-industry native tablet sales app. His mobile analytics expertise includes Google AnalyticsGoogle Tag Manager, Flurry, MixpanelAdobe, Heap and split testing. He also brings development skills including: 
HTML, CSS, JavaScript, JQuery, HTML5/CSS3, Mobile Web, Phonegap and Native Mobile iOS and Android apps."

We met Brett when he worked at our client Assurant, where he helped us implement Google Analytics e-commerce, custom variable and event tracking on sites the insurer runs for household names in retail and manufacturing, as well as on mobile apps. He later consulted with us on mobile app tracking for publisher Business Insider using Google Analytics Premium and Google Tag Manager and for a travel app using Mixpanel.

We've evolved our services as phone and tablet uptake has surged, going deeper on mobile in our popular web analytics audits and monthly reporting and interpretation engagements. Brett will help us go deeper still. For example, split testing is arguably more important for small screens than large, so now Google Analytics Content Experiments and Optimizely boost conversion rates on mobile apps, and we can help.

He'll help represent us at this week's Google Analytics Summit, where we expect announcements of more cutting-edge capabilities, as we saw last fall with Audience Demographics and Interests and Google Tag Manager Auto-Event Tracking.

Brett will also bring thought leadership to our blog, newsletter and social media profiles: FacebookTwitterYouTubeLinkedInGoogle Plus and Slideshare.

We'll continue to grow our team -- we're seeking a Junior Web Analytics Technical Specialist and Web Analytics Reporting Specialist -- and our capabilities in Atlanta, New Mexico and Washington, DC.

So please contact us if Brett, Jim or Peter can help your organization get more from your digital investment.

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