Semphonic Case Histories
Financial
Fortune 500 Brokerage Firm
Project: Evaluated the effectiveness of a recently-implemented client tool.
Result: Presented a comprehensive report that clearly showed the tool’s value via data on the duration
and significance of tool-generated conversion and site consumption pattern changes. Pointed out tool
inefficiencies and provided web analytics data driven improvements.
Fortune 500 Financial Institution that provides its customers with online
processing
Project: Integrated Call Center and Web Usage data to provide client with a
comprehensive picture of customer interaction.
Results: Based on the relationship between Call Center calls and web usage, client modified Call
Center responses and added online functionality – thereby reducing Call Center calls resulting in a
significant cost reduction.
Health & Pharma
Global Pharmaceuticals Company
Project: Used our innovative Functional Analysis techniques to analyze a "brand"
property.
Results: Suggested changes resulted in a complete re-working of site layout, rich-media integration,
and micro-site structure. This in turn resulted in significant improvements in overall engagement,
percent reaching key pages, and percent interacting with the site.
Project: Web Behavioral Segmentation
Results: Integrated Online Survey Data with multiple months of full-site Omniture data to create an
advanced segmentation of web visitors, including demographic and psychographic profiles.
Media & Publishing
Major US Broadcast/Media Company
Project: Web Analytics Best-Practices Education Webinars
Results: Created ongoing series of best-practices webinars for web measurement managers and
professionals running Omniture on some of the largest properties in the world. Topics have included
Functional Analysis, PPC Analysis and Arbitrage, Data Integration, Visitor Segmentation, Web
Behavioral Segmentation, SEO Measurement, Omniture Implementation Standards, etc. Seminars helped
create a climate for web measurement to thrive in the business model.
Major International Publisher/Media Company
Project: Developed a Web Data Integration and Warehousing Strategy
Results: Provided client with a complete blue-print for the proper role of Omniture within the overall
customer data system. Helped the client begin getting Omniture data feeds and integrate them with
existing CRM, warehouse and analysis systems.
Public Sector & Non-Profit
National Cancer Institute
Project: Web Analytics Strategic Plan
Results: Developed a comprehensive plan addressing migration of web analytics responsibilities from
the Information Technology department to new Research office. This plan provided recommendations for
organization, process, communications, and metrics, as well as guidance for selection of a new web
analytics solution to be used by the Central Web Analytics office.
National Heart, Lung, and Blood Institute
Project: Web Metrics Recommendations
Results: Developed web metrics and traffic reporting recommendations to be used by senior management,
content managers and marketers to guide strategic and tactical web site decisions.
Social Media
Community/Forum Site for Leading Software Company
Project: HBX to Omniture Implementation
Results: Created an implementation that allowed tracking of forum status (moderator, guest, registered,
superstar, etc.) by content; furthermore, implementation provided easy reporting of forum and thread
activity and popularity.
Gaming Site for Fortune 500 Communications Technology Provider
Project: Success analysis for customer support
Results: Used functional approach to classify support pages and identify success paths. Created
management reporting system to demonstrate the value of the customer support system and enable
optimization of customer support functions.
B2B
Consumer Service for a Major B2B Database Provider
Project: Analyzed client’s Search Engine Marketing Program and provided
optimization directions and guidance about taking the program in-house.
Results: Program brought in-house with significant immediate improvements (15%+) in program
effectiveness – in addition to elimination of agency costs.
Global Technology and Communications Equipment Provider
Project: Developed Omniture Implementation Standard
Results: Developed an international standard for global Omniture implementations. This entailed
providing a sophisticated base-tag, state-of-the-art architecture for mobile and API measurement,
detailed guidance on variable and event usage, and a complete process for measurement implementations.
Retail
Major Bricks-and-Mortar Retail Establishment that is Expanding its Online
Presence
Project: Increased online purchases by optimizing web site real estate.
Results: Client redesigned site based on conversion scoring of online real estate, and was thus able
to increase online purchases – achieving a large, measurable ROI on the redesign.
Leading Manufacturer and Retailer of Home Accessories
Project: Functional Analysis of a key early-acquisition site section
Results: Ushered in significant improvements in basic navigational flow and structure, redesigned
directions for major elements of the site area, and provided a significantly more accurate picture of
the actual success value of the area.
