Tableau Takes eteamz to the Major Leagues
Customer Company Size
Large Corporate
Region
- America
Country
- United States
Product
- Tableau
Tech Stack
- Omniture Web analytics
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Revenue Growth
- Customer Satisfaction
Technology Category
- Application Infrastructure & Middleware - Data Visualization
Applicable Industries
- Software
Applicable Functions
- Sales & Marketing
Services
- Data Science Services
About The Customer
Eteamz is a publishing platform that allows coaches and players to create websites for their teams or leagues. The platform offers two types of memberships: a free 'Basic' membership and a paid 'Plus' membership. The free membership lasts for three weeks, after which users must upgrade to keep their premium features. Eteamz is part of The Active Network, a technology company that provides software as a service for activity and participant management. Their software is used by a variety of customers, including community centers, sports organizations, schools, and businesses.
The Challenge
Eteamz, a publishing platform for sports teams and leagues, was struggling with understanding conversion rates on their site. They had a wealth of data, but making sense of it was a challenge. They needed a way to consolidate all their data in one place and create multi-dimensional charts. The process of doing this in Excel was time-consuming and inefficient. They wanted to understand the relationship between their free and paid memberships and identify which funnel was generating the most conversions. They also wanted to track and respond to any decline in conversions quickly.
The Solution
Tableau was brought in to help eteamz make sense of their data. They started by analyzing each page in the funnel on a daily basis, calculating the conversion rate, the number of visits to the site, and the number of page views per visit. This analysis revealed that users were making multiple visits and navigating through several pages to find the right information. They then looked into how users moved through the membership levels and found that a significant amount of time was spent on the last page before the transaction, suggesting possible confusion. This data was combined with Omniture Web analytics and other data sources such as eteamz’s marketing notes. They also compared membership confirmations by sport type to identify trends and membership patterns. This information allowed eteamz to create more targeted promotions.
Operational Impact
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