Empirical Path consultants customized and enhanced WebTrends implementation for insurance client of world’s largest interactive agency. Created custom reports based on unique website work flow and goals to measure business impact.  Specified tagging requirements for client and agency development teams to ensure proper categorization of pages and complete capture of user interaction with external links, videos, and other non-page events.  Documented customizations for client and agency training and support.

Empirical Path consultants implemented Google Analytics reporting for multiple online retailers.  Customized dashboards to focus executives on Key Performance Indicators for each business.  Implemented goals and funnels to allow simplified tracking of conversions and identification of under-performing steps in sales and registration processes.  Recommended key pages for conversion optimization tests using A/B and multi-variate methodologies.  Suggested improvements to website marketing and design based on web analytics findings and comparison to benchmarks.

Empirical Path consultants inaugurated a web analytics program to measure five websites for a beverage client of the world’s largest interactive agency. Created Key Performance Indicators based on interviews with client management and marketing campaign objectives. Configured dozens of profiles to report on customized goals for specific business stakeholders. Detailed requirements for development team to tag Flash-based sites with Quantcast and Google Analytics code in order to capture visitor demographics and interactions such as playing and sharing a viral contest.

Empirical Path consultants increased online charitable donations for an environmental and economic sustainability non-profit organization in New York City on behalf of its search engine marketing and design agency.  Implemented Google Analytics e-commerce tracking to measure and analyze PayPal donations that previously could not be disaggregated.  Enabled management to expose deeper insights into referring sites and keywords that led to donations.  Led to dramatic increases in site traffic and donations.