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Google Analytics 360 empowers Avvo to make better product decisions
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
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.
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 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
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