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Rachel Carmichael

How to Distinguish Prospects from Returning Members on your Marketing Site

Differentiating prospects from members in marketing analytics reports is not only achievable, it is not hugely difficult, and is a game-changer for marketers, especially for SaaS companies.  If your marketing site is visited by existing members looking for a login link, you have probably at least scratched your head about how this extra noise affects […]

4 Steps to Improve Landing Page Conversion Rate

Landing pages are a great place to focus optimization efforts, but where do we start? A successful testing program depends on a data-driven approach. Here is an approach using examples from Google Analytics and Google Optimize to identify opportunities, understand your audience, analyze user behavior and design impactful landing page tests. 1) Identify Opportunities Start […]

How to know when it’s time to audit analytics

If you’re using analytics data to measure performance or make a business case, you must be sure you can depend on it. An audit is often the first step to ensuring accuracy and maximizing the benefits of your analytics tools.  Two situations commonly call for an audit: Your data will tell you, or your business […]

Case Study: The Motley Fool Automates GA360 Reports Using Google Cloud Platform to Save Analysts Hours

Challenge The Motley Fool (www.fool.com), a popular online financial publisher, reached out to Empirical Path with the following analytics and marketing measurement needs: The Analytics team needed more accurate web analytics data for key reports. The Business Intelligence (BI) team needed raw, unsampled data in its data warehouse for faster and more current reporting. Report […]

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