Empirical Path consultants led a pay-per-click search engine marketing campaign for a Federal public health advertising campaign and its advertising agency, increasing visitation by more than a third.  Tracked impact on website traffic and engagement using Webtrends, Google AdWords, and Yahoo! Sponsored Search.  Designed and led tests of alternate landing pages to improve user engagement with content by measuring time spent and pages viewed per visit and single-page visitation.  Created clear, periodic reports that explained progress and next steps to a lay audience.

Empirical Path consultants measured the impact of affiliate marketing promotions for cable television networks on behalf of their promotions agency.  Designed a telephone survey to compare recurring metrics to established baselines and capture responses to each promotion’s unique features.  Customized a shared Access database for centralized data collection.  Trained and supervised a staff of telephone researchers to build rapport with survey targets.  Analyzed findings to identify gains and setbacks against prior surveys for key market segments, then suggested improvements for upcoming promotions.

Empirical Path consultants launched the advertising effectiveness product offering for a major ad-supported website.  Commissioned Dynamic Logic to measure brand awareness, favorability, message association, and purchase intent among readers who saw clients’ advertising campaigns on the site, versus similar readers who did not.  Identified demographic, in-market, and other segments with the greatest increase in brand impact versus the unexposed baseline.  Calculated the optimum frequency of ad exposure and the relative performance of various creative executions.

Empirical Path consultants planned, executed, and measured the consumer marketing campaign for a career education program serving college students.  Built a database of school characteristics to select high-potential campuses based on admissions competitiveness, student hometowns, advertising costs, and on-campus recruiting.  Tested multiple online advertising approaches — from display and text ads to email sponsorships — to optimize cost per lead.  Employed Webtrends to track site visitation patterns, then adjusted site navigation to drive visitors toward sign-up.  Read the full case study.