It’s always a treat to work with bright, committed people and I’m happy to say this was the case with the folks at the Oriental Institute. These higher ed environments can be exceedingly complex from a Marketing perspective, and the OI is way up there on the complexity scale. So much to do, so few resources to do it with.
That said, we came up with a crackerjack plan that should significantly boost paid Membership at the OI without additional time or money resources. How? Path Analysis.
Personally, I have never understood why many web analytics folks don’t care for Path Analysis; I can only surmise these folks are simply not doing it correctly. For one thing, Paths don’t make any sense without the context of a behavioral segmentation – entry page, campaign, etc. Just like any other web data, Path is useless without segmentation. Or perhaps these folks don’t know how to interpret the data they see because they can’t survey a Path for the answers.
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