Co-founded Empirical Path in 2009 and built it over twelve years into one of the country's premier digital analytics consultancies - an early Google Analytics 360 and Google Marketing Platform partner serving media companies, QSR chains, healthcare systems, federal agencies, and more before a successful acquisition by PMG in 2021.
Empirical Path was acquired by performance marketing agency PMG in 2021, then joined with Search Discovery (now Further) to form PMG's combined analytics practice.
Twelve years building a data-first consultancy at the leading edge of digital analytics - from early Google partnerships through a successful acquisition.
A sample of engagements from Empirical Path's portfolio - work completed during the firm's 19-year independent run.
When COVID-19 escalated in early 2020, the VA needed real-time visibility across previously siloed data sources - call center volumes, VA.gov traffic, SMS usage, and digital tool adoption - to inform the Joint Task Force and contribute insights to White House briefings on Veteran digital services.
Working through Carahsoft and alongside Ad Hoc (prime contractor: Oddball), Empirical Path built data pipelines on Google Cloud Platform that unified these sources into a single COVID-19 response dashboard - prototyped in one week, then continuously evolved as the crisis developed.
A leading cable provider needed to migrate 40+ behavioral remarketing audiences from Adobe Audience Manager to Google Analytics 360 to improve DV360 match rates and reduce cost per acquisition.
GA data revealed that the mobile online ordering experience was causing friction and drop-offs. Partnered with a web design agency to redesign the mobile menu layout and ran a rigorous A/B test to measure impact.
A major media company was launching a subscription video app and needed reliable reporting on user engagement, paywall conversion, and ad spend ROI across iOS with Kochava attribution.
A financial media brand needed unsampled GA 360 data in their warehouse alongside enterprise datasets, with self-serve BI access and dynamic filtering - without manual exports.
A major healthcare network merging predecessor brands needed KPI strategy, GTM implementation, and GA rollup properties across patient, referring physician, and educational sites.
Additional case studies across restaurant chains, pharmaceutical agencies, ecommerce brands, and B2B software companies - available on request.
Deep experience across eight verticals, from scrappy startups to Federal agencies.
Continuing the work of building rigorous, trustworthy analytics programs - for organizations that want to make data-driven decisions that actually stick.
This website is maintained by Flywheel Analysis for informational and portfolio purposes only. It documents work and capabilities developed during the operation of Empirical Path (2009–2021) and is not intended to solicit business in any market, jurisdiction, or industry category subject to ongoing professional restrictions.
All case study information presented on this site is based on publicly available materials, previously published capabilities documentation, and client testimonials that were shared for marketing purposes during Empirical Path's active operation. No confidential or proprietary client information has been disclosed.
Empirical Path was a registered trade name. The firm was acquired by PMG in 2021. References to Empirical Path's work are historical in nature. Flywheel Analysis is an independent entity.
Client names referenced in testimonials were voluntarily provided as marketing endorsements during Empirical Path's operation and are reproduced here with that original context in mind. Other case study subjects have been anonymized by industry category.