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.

9 Lessons Learned Implementing Enhanced Ecommerce


google analytics enhanced ecommerceGoogle Analytics Enhanced Ecommerce has been out of beta since June 2014, giving online retailers and marketers loads of new insights and making life easier for analytics administrators. Here at Empirical Path, we’ve learned a lot helping our enterprise clients plan (see #2 and #8) and implement (see #3 and #4) this complex upgrade. There is much to like in this powerful Google Analytics plugin, and we are excited about the growing number of integrations coming online from leading ecommerce and tag management providers.

We recently asked our team to share their top tips for making the most of Enhanced Ecommerce, including any pitfalls (see #6) to avoid along the way. Here is what they had to say:


Tech group will get to know Google Tag Manager


A local group of web professionals will be "getting to know Google Tag Manager" Saturday morning, when founder Peter Howley teaches a class on the free tag management tool to the ABQ Web Geeks. Sign up here...

UPDATE: please see slides below or here.

Howley will cover both introductory and in-depth topics during the three-hour session January 9:

  1. Overview (:20)
  2. Tags (:20)
  3. Triggers (:20)
  4. Variables (:20)
  5. GA Tag Options (:30)
  6. Auto-Event Tracking (:20)
  7. DataLayer (:15)
  8. Listeners (:15)
  9. Mobile (:10)
  10. Blacklists & Whitelists (:10)

As background, Empirical Path is one of the inaugural Google Tag Manager Certified Partners. "A Tag Management System (TMS) like Google’s free Tag Manager (GTM) puts marketers in control of marketing technology by easing deployment of analytics and advertising tags. GTM reduces reliance on development resources for websites and apps and speeds up the site by firing only needed tags through Rules or Triggers. Empirical Path’s Peter Howley will train marketers and technologists alike to migrate and enhance tags, share key user actions and traits across vendors, and save time and resources."

ABQ Webgeeks "is dedicated to supporting the growth of web professionals in the broader Albuquerque area. We strive to promote knowledge across all facets of web creation while embracing the open nature of the medium. We are of the community, by the community, and for the community. Please join us as we grow a better Internet and a better Albuquerque."

Learn about Empirical Path's other public training sessions and talks to ABQ Week Geeks and the American Advertising Federation.

Or contact us about starting Tag Management or getting more from your current TMS.

UPDATE: please see slides below:

AAF talk reveals latest best practices


The American Advertising Federation hosted Peter Howley this week for another talk on digital measurement (see here for the previous presentation). Peter promised attendees that they would "learn how your organization can boost online conversions, streamline decision-making and reduce development effort by applying the best practices and latest approaches Empirical Path uses with clients like Cox, The Motley Fool, McKesson, Business Insider, Assurant and AT&T." He addressed:

Please see the presentation below or here.


Web Analytics Wednesday returns to Atlanta


Online marketers, publishers, analysts and developer in Atlanta and other web professionals are invited to the Web Analytics Wednesday we're sponsoring October 14th, tentatively at Fado Irish Pub in Buckhead 6:00-8:00 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 WAWs and other 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 13 here or below to enjoy drinks and appetizers on us. We promise no speeches, pitches or presentations.

And sign up for our Google Analytics and Google Tag Manager training October 13-14 to brush up on your analytics lingo and skills. Web Analytics Wednesday registrants get 50% off any courses; see your confirmation email for the discount code.

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.

Google Analytics training coming to Atlanta


The Problem:google analytics training

Google Analytics & Tag Manager are complex and always changing, but Google's online courses and documentation lack detail and clarity with no one to answer questions.

The Solution:

Come to our Google Analytics & Tag Manager courses October 13-14, live in Atlanta! You'll learn new features and best practices from our experts and your fellow practitioners, all explained in an easy-to-understand way. Please see below or click here for pricing and discount information.

Who Should Attend:

  • Marketing Managers who need to report on how different marketing channels contribute to success
  • Business owners looking to understand how their website and online advertising contribute to their bottom line
  • Developers and webmasters charged with adding, changing and removing code from third-party vendors
  • Teams who need shared, reliable to data to drive decisions (group rates are available)
Eventbrite - Atlanta Google Analytics & Tag Manager Training by Empirical Path

What You’ll Learn:

You'll leave with reporting and implementation skills and ideas to put into action: how to calculate ROI from PPC & other marketing; how to focus on the most valuable audiences; how to track key users and their actions; how to maximize revenue & conversions.

Your Instructors:

Empirical Path co-founder Jim Snyder will lead the training, and our consultants will teach their areas of expertise. We’ve become experts in GA and GTM thanks to our many years delivering analytics consulting and partnering with Google. We’ve helped websites and apps in almost every industry, so we can help you get the most out of GA and GTM.

Class Details:


Data Analyst brings us Big Data strategy, visualization and analytics skills


We’re thrilled to bring a new Data Analyst aboard our team of web analytics, A/B testing and data visualization consultants: Justin Marciszewski joined us in January and has already discovered valuable insights from clients’ business data so they can make the most informed, data-driven decisions possible.

Justin has led our Dashboard Creation engagements for media, ecommerce and mobile app clients (read a case study here). He defined, designed and built custom dashboards to visualize actionable KPI’s based on Google Analytics, Marin and Mixpanel data in Klipfolio.

He also helps our Google Analytics Premium clients get the most from the Premium-only integration with BigQuery, “Google's fully managed, NoOps, low cost data analytics service.” We use BigQuery’s unsampled, disaggregated data to mash up analytics with other data and to answer complex questions using its SQL-like queries.

Previously, Justin was the Founder & Principal Data Analyst at Harbor Island Analytics, where he helped e-commerce operators more profitably leverage behavioral data. He earlier co-founded Sweetmetrics, an e-commerce consulting firm which focused on optimizing email and PPC marketing activities through analytics.

He earned a B.S. of Finance and Mathematics from University of North Carolina at Wilmington and brings a unique blend of expertise in: Google Analytics (API); Adobe SiteCatalyst (APIs); Data Warehousing (BigQuery, Google Cloud Platform Stack, AWS Stack, MySQL, SQL Server); and Data Mining, Analysis and Reporting (R,  Python, Tableau, Klipfolio).

Please contact us to learn more about working with Justin.

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