Case Study: Head Start uses website data to drive marketing communication strategy


  • The Office of Head Start charged its contractor Trans-management Corporation with improving the measurement and impact of website content and applications
  • As schools began to close due to COVID-19, parents and educators clamored for information and advice on the OHS website to support new learning environments
  • Leadership asked the Insights team to better understand which content audiences are searching for and consuming to shape future outreach and content production


  • Performed an analytics audit to identify opportunities for improving Google Analytics
  • Hosted discovery sessions, interviews and surveys to draft a shortlist of business objectives, goals and KPIs to be the backbone for new reporting dashboards
  • Outlined and executed a plan to update website tracking through Google Tag Manager for a more robust understanding of users’ interactions with the website
  • Identified SEO as a key initiative to boost awareness and ensure web content is found 
  • Created a 1-page report for the Head Start Governance team with visualizations that  highlighted the major changes in data, including significant increases in website usage
  • Delivered actionable insights about and analysis of visitation changes since schools began closing to guide agency responses to their users during the COVID-19 crisis


  • OHS leadership learned that users were primarily looking for Professional Development content, particularly videos
  • OHS shifted content production and communication to better support its audience by making more such resources available and making it easier for educators to access them
Did this interest you? Reach out to learn
how we can help you.

Contact Us

When you reach out to Empirical Path, you get in touch directly with our fully qualified and experienced consultants.   Whether you need an analytics audit, training, support, or a custom quote on Google Analytics 360 licensing, let’s talk today.