Google Analytics 360 empowers Avvo to make better product decisions
Customer Company Size
Large Corporate
Region
- America
Country
- United States
Product
- Google Analytics 360
- Google Tag Manager 360
Tech Stack
- Google Analytics
- Google Tag Manager
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Revenue Growth
- Productivity Improvements
Technology Category
- Analytics & Modeling - Real Time Analytics
- Application Infrastructure & Middleware - Data Exchange & Integration
Applicable Industries
- Professional Service
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Demand Planning & Forecasting
- Supply Chain Visibility
Services
- Data Science Services
About The Customer
Avvo is an online legal marketplace that connects consumers with lawyers and legal advice, and offers lawyers a platform to reach consumers through editable profiles and tools to manage leads. The site has detailed profiles and ratings for 95% of the U.S. board certified lawyers, searchable legal advice from lawyers across the U.S., and a forum where people can ask specific legal questions. Avvo changed the landscape for consumer legal services by giving people access to lawyers and legal advice, and offering lawyers a platform to reach consumers.
The Challenge
Avvo, an online legal marketplace that connects consumers with lawyers and legal advice, was facing a disconnect between the pricing of sponsored advertising and the customer value it offered. The pricing was based on feeling rather than fact, making it difficult for the sales team to prove value to new prospects or implement demand-based price adjustments on existing accounts. The team needed to understand the number of impressions and clicks on sponsored advertising positions by region and legal specialty. If consumers in a particular region spent more time exploring content or clicking on ads for a particular specialty, then the value of advertising for that service in that region should be higher—and the price should be increased accordingly.
The Solution
To understand performance and site usage patterns, Avvo and its Google Analytics 360 authorized reseller, Analytics Pros, used Google Analytics 360 to collect the right data. They used Google Tag Manager 360 to add and update website tags. Setting up event tracking enabled them to measure impressions, ad clicks and click-through rates for on-site advertisements. Implementing Tag Manager 360 allowed Avvo to track a variety of visitor-level data elements, including the type of devices users were searching with, lawyer profile ID, lawyer ratings and more. Once these solutions were deployed, Avvo turned to the data import functionality in Analytics 360 to incorporate regional and specialty information into their reporting.
Operational Impact
Quantitative Benefit
Case Study missing?
Start adding your own!
Register with your work email and create a new case study profile for your business.
Related Case Studies.
Case Study
UBM plc: Taking the pulse of the business and engaging employees with a far-reaching strategic transformation
UBM, a leading global events business, was undergoing a significant strategic transformation named 'Events First'. As part of this transformation, the company was preparing to complete the largest acquisition in its history - Advanstar, a US-based events and marketing services business valued at more than USD970m. The company faced the risk of human capital flight if it was unable to effectively engage top talent with the new strategic direction. UBM needed to make significant structural, process and systems changes, uniting its previously autonomous regional businesses. The challenge was to ensure all of its employees were engaged and aligned with the new future vision.
Case Study
Wittmann EDV-Systeme launches IT monitoring services
Small and medium-sized businesses often lack the know-how and resources required for thorough IT system monitoring. Wittmann EDV-Systeme wanted to launch a solution to plug the gap – enabling it to improve its own competitiveness and that of its customers. IT landscapes are becoming ever more complex and outsourcing is gaining popularity, IT systems must nonetheless remain easy-to-use and extremely reliable at all times. Automated, round-the-clock system monitoring therefore represents an immensely valuable proposition for companies: downtime for business-critical applications can be avoided, and IT systems remain available at all times.
Case Study
Uncovering behavioral insight to help reward and retain the best employees
The HR services company, an IBM client, was facing the challenge of understanding the factors underlying personal employment choices. They wanted to offer their clients unprecedented insight into what motivates employees and prospective job candidates. However, their existing systems were not capable of handling the surging data volumes collected from a wide range of different data sources. With the total volume likely to keep on growing, the firm looked for a solution that could meet current needs and scale to meet tomorrow’s demands.
Case Study
Infosys achieves a 5–7 percent effort reduction across projects
Infosys, a global leader in consulting, technology, and outsourcing solutions, was facing significant challenges in application development and maintenance due to its distributed teams, changing business priorities and the need to stay in alignment with customer needs. The company used a mix of open source, home-grown and third-party applications to support application development projects. However, challenges resulting from distributed teams using manual processes increased as the company grew. It became more and more important for Infosys to execute its projects efficiently, so they could improve quality, reduce defects and minimize delays.
Case Study
Flex Contact Center: Supporting rapid business growth with IBM Connections Cloud and IBM Verse
Flex Contact Center, a professional services company offering telesales, call-center, anti-attrition, back-office, helpdesk and collection services, has grown rapidly since its establishment in 2009. With operations in 12 sites across two states and four cities in Brazil, the company employs more than 11,000 people. However, the company realized that to prevent barriers to future expansion, it was essential to make it as easy as possible for its people to work together effectively—even if they were based in separate geographical locations. Traditional approaches to collaboration—based on email and phone calls—threatened to reduce productivity. Flex Contact Center wanted to enable better collaboration and communication across its workforce, but did not want to make large investments in infrastructure.
Case Study
PureFluent: Connecting to partners and customers through the cloud for enhanced productivity
PureFluent, a translation services company, was facing challenges in managing its translation and document review processes. The company often received files in uneditable formats from customers, which required staff members to transfer text to word processing or spreadsheet documents. During the translation process, maintaining version control was a challenge because PureFluent sent work to hundreds of translators in multiple geographic locations. It was also time-consuming for staff to manage the large volume of emails and FTP transactions required to submit translations for customer review and ensure the integration of requested changes. Furthermore, staff were spending significant time hunting through their emails for specific attachments.
