Blog Articles. Case Studies

Jim Snyder

Using Tag Management to Improve Data Governance and Site Security

Big enterprise websites often have multiple, disparate players managing site data and tag infrastructure, so serving digital marketing and analytics tags is often coordinated through a Tag Management System (TMS) such as Google Tag Manager or Tealium. In some cases, that important duty falls on an outside vendor like an ad agency. Which means that […]

Case Study: Taco Mac A/B Tests Menus for 50% increase in Online Orders via Olo

Challenge Taco Mac has over 30 locations, supported by Olo online ordering, in the southeast specializing in wings and craft beers Google Analytics showed that the Olo ordering process needed to be optimized for the mobile web experience Approach Analytics experts Empirical Path and branding and web design agency 3 Owl came together to rethink […]

Analytics for Hospitality: Increase sales and optimize the user experience

Analytics for Hospitality: How to Harness Data from Online Orders & Bookings Marketing analytics is complex enough for ecommerce businesses selling physical products. Add in hospitality’s particular wrinkles — “co-opetition” with third-party providers, perishable inventory, and distinct B2B and B2C audiences — and suddenly you’ve got the puzzle confronting our hotel and restaurant clients. Fortunately, […]

Google Tag Manager now tracks any click

Want to track almost any website visitor behavior with almost no dependency on IT or development resources? This month’s Google Analytics Certified Partner Summit launched another exciting new feature: Google Tag Manager Auto Event Tracking. This feature allows websites to fire a Google Analytics tag (or really any tag) based on just a user’s click anywhere […]

Split testing boosts conversion rates

As a marketer, you’ve probably taken the necessary steps to collect data about your website. Most likely, the web analytics solution you have in place gives you a solid understanding of your online audience, along with some key factors that lead to conversions on your website. That’s a great place to start, but are you leveraging those […]

Google selects us to support new Google Tag Manager

Empirical Path is excited to join the launch of Google’s free tag management tool as one of the only Google Tag Manager partner companies. UPDATE: here’s how GTM now automatically tracks Google Analytics events such as exit links, form submissions, and time spent. Businesses demand more sophisticated levels of tracking on websites and mobile apps, so tag […]

Landing pages worth a deeper look

You only have one chance to make a first impression; how do you know if it worked? A technology client wanted to evaluate which of its many homepage ideas drove the most registrations. Its rich media website is unusual: the homepage is essentially a stand-alone landing page which presents several different user experiences to different […]

Empirical Path to co-present webinar with Google

We’re excited to join Google on their monthly Google Analytics webinar presenting a case study on our work with Business Insider. During the webinar, we’ll show how we segmented the audiences of and vastly improved web analytics reporting on Business Insider’s seven highly trafficked content verticals using multiple custom variables in Google Analytics.  As the […]

A/B split test improves landing page

We published a new case study on split testing to improve landing page performance.  A/B and multivariate testing is a great way to make web analytics insights clear and actionable.  From the case study: Based on analysis of the Conversion Funnel created in the client’s Google Analytics Profile, Empirical Path observed that a large number […]

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