- Content Engagement
- Business Impact
- Data Visualization
- Audience Growth
Modern publishers care about engagement beyond just pageviews and have too much content to analyze page-by-page. So Empirical Path ensures that tools like Parse.ly and Google Analytics 360 capture each organization’s specific content taxonomy to enable roll-up reports by topic, format, author, section, and other dimensions. We customize analytics to record user actions that show deeper engagement, such as time on page, scrolling, sharing, playing and downloading. And we track AMP and mobile app versions the same way so the total audience of — and engagement with — each type of content is clear.
With many content businesses relying on both subscriptions and advertising, analytics must measure the business impact of each type of content. We track subscription and payment processes based on the best practices developed for our ecommerce clients, with a particular focus on measuring the efficacy of offers and calls to action higher in the funnel. For Google Analytics 360 clients, we integrate Google Ad Manager (formerly DoubleClick for Publishers) so that reporting reflects the advertising revenue from each section, topic, author and format.
Web analytics is not the only key data source for publishers, who also rely on advertising, content management, and marketing systems. Empirical Path provides data visualization services so digital business data from multiple platforms reaches decision-makers in their preferred formats. We define and build automated dashboards using Tableau, DOMO, Periscope, Data Studio and PowerBI. We join web analytics data to CMS, CRM and marketing automation tools to tell a more complete story about the audience and content.
Growing your audience relies on compelling articles, audio and video; targeted content distribution; and efficient marketing efforts. Empirical Path reveals how well each of these levers performs at the never-ending task of drawing in engaged, loyal visitors. We ensure that partnerships and marketing campaigns are consistently identified, then build attribution reports that go beyond simple last-touch models. We report engagement and subscriptions broken down by content taxonomies, so you can invest more in the topics, authors and formats that attract the audience you seek.
Case Studies & Related Articles
The Motley Fool
Financial publisher leveraged Analytics 360, Optimize 360, Segment & BigQuery to automate reports, incorporate ad revenue & improve subscription conversion rates.
Top business news site simplified roll-out of international editions & boosted affiliate revenue with Google Tag Manager 360 and captured engagement signals by section.
Newspaper chain standardized subscription signup & campaign reporting after paywall launch across 60+ titles using Tableau, Tealium iQ, Google Analytics.