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Blog Articles. Case Studies

Best Practices for Using UTMs to Create Business Value

Part one in a series of articles about how to successfully create and leverage UTM parameters in your landing page URLs and build a scalable naming structure for actionable cross-channel and MTA reporting. In digital marketing, UTM stands for Urchin Tracking Module. Urchin was the name of Google Analytics before Google bought it. In practice […]

Tracking Healthcare Customer Journeys

Whether you are marketing to a payer, a practitioner, or a patient, mapping and monitoring their progress through the online customer journey helps you discover gaps, opportunities, and pain points hiding in your online experience.  Web and app analytics data alone never paint the entire picture of your total customer experience.  Using those tools to […]

7 Types of Attribution Models

We’re in a challenging moment for almost every organization, and understanding the impact of every dollar spent has never been more important. Attribution modeling allows marketers to analyze how much credit each marketing channel and customer touchpoint should receive for a given conversion. Over time, this approach enables marketers to optimize their programs toward the […]

Common Attribution Mistakes

In an increasingly multichannel world, it’s essential for marketers to employ attribution modeling to understand how their various marketing channels and customer touchpoints contribute to conversions. However, just 58% of marketers surveyed say they have a working attribution model. Despite all the value attribution modeling can add to your business, it clearly comes with significant […]

The Benefits of Marketing Attribution

It’s never been more important to understand which marketing channels and tactics are driving leads and sales for your business, to be sure every dollar of your marketing spend counts. The value of attribution isn’t really in question: most marketers know that understanding which marketing channels and tactics drive website conversions is fundamental. However, it’s […]

Simple Steps to Realize Savings Through Improved Attribution

We’re in an uncertain moment, and the future contains many unknowns. One thing we do know is that smartly reducing operational costs will be critical for businesses that want to survive and thrive during this difficult period. Through accurate attribution, marketers are able to understand which channels, tactics, and messages drive results and thereby reduce […]

Case Study: Techsmith Gets ROI Insights from Google Analytics 360 and DataStudio

Challenge Techsmith provides widely popular screensharing and communications tools like Camtasia, Snagit, Screencast, and Morae for digital creatives. They reached out to Empirical Path for help with specific marketing measurement challenges. TechSmith needed product-specific dashboards to understand awareness, consideration, and sales stages their star products. TechSmith wanted a deeper understanding of the relationship between product […]

Case Study: Graduate School

Challenge Our client is a high-growth online education venture that partners with prestigious graduate degree programs. It created and managed marketing websites for each online degree program and was responsible for optimizing acquisition tactics for each. It deployed Google Analytics to measure website behavior and Salesforce.com to track leads, but had no way of knowing […]

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