Insights
Blog Articles. Case Studies

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 Marketing Platform Puts Measurement First

Google has merged and re-branded its Google Analytics 360 Suite and DoubleClick Digital Marketing, getting product naming caught up with integrations that we already help agencies and their clients leverage. While it’s “hello” to the Google Marketing Platform and “goodbye” to DCM, DBM, DFP, and other names, this is more a victory over acronym sprawl: […]

9 Lessons Learned Implementing Enhanced Ecommerce

Google Analytics Enhanced Ecommerce has been out of beta since June 2014, giving online retailers and marketers loads of new insights and making life easier for analytics administrators. Here at Empirical Path, we’ve learned a lot helping our enterprise clients plan (see #2 and #8) and implement (see #3 and #4) this complex upgrade. There is much to like in this […]

Google Analytics for Ecommerce

Problem A fitness equipment maker sold its product line exclusively through its e-commerce website, but could not attribute revenue to its campaigns due to multiple sub-domains. Reporting was impaired by double-counted visits and “self-referrals” appearing to be from the company’s own domain. Management also lacked a useful, fast way to visualize usage of its shopping and checkout […]

GDPR Risk Matrix for Web Analytics Customers

As you are well aware, Europe’s General Data Protection Regulation (GDPR) goes into effect May 25, 2018. Despite the European origin and focus of these rules, the legislation contains serious implications (20 million Euros, or 4% annual revenue if that is greater!) for any organization which collects, processes, or stores user data. The scope of […]

Google Optimize 360 Partnership Sharpens Our A/B Testing Offerings

Empirical Path is proud to expand on our long-time partnership with Google by becoming a Sales Partner of Optimize 360, the enterprise-level website testing and personalization tool.  Google’s Optimize 360 leverages Google Analytics Audiences and other integrations for easy and effective control over advanced testing programs.  Best of all, Optimize 360 offers an intuitive pricing […]

A Prescription for Healthcare Marketing Analytics

In the healthcare space, electronic medical records, big data, and cloud computing are pushing patients, payers, and providers ever deeper into the digital ecosystem.  Digital measurement plays a vital role in healthcare but comes with a number of unique challenges. Providing actionable insights to healthcare organizations and helping them prove ROI while protecting patient privacy […]

Essential Metrics for Ecommerce laid out

Business intelligence (BI) dashboard software maker Grow featured our Jim Snyder’s “Essential Metrics for Ecommerce” in its blog, The Pipeline this month. Jim offers three pro tips and an important warning: Optimize Backwards (“start measuring and making improvements from the bottom of your funnel and work your way up”) More Muscle in Your Metrics (“data […]

Meet Jay Patel, Analytics Account Manager at Empirical Path

It has been another busy year for Empirical Path, but we can’t say we’ve been as busy as our new Account Manager, Jay Patel.  Somehow, in the middle of getting his second Master’s Degree, he decided it would make sense to move to Austin TX, take on a challenging new role with us, and welcome […]

Tips For Migrating Web Analytics Tools

Time to Switch Analytics Tools? Migrating analytics systems can be a serious endeavor. Organizations will switch over to Adobe Analytics or Google Analytics 360 for a variety of reasons including cost savings, tooling capabilities, staff expertise and compatibility with marketing tech. If you have been a faithful fan of one web analytics tool, getting set […]

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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.