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Google Analytics 360 empowers Avvo to make better product decisions
技术
- 分析与建模 - 实时分析
- 应用基础设施与中间件 - 数据交换与集成
适用行业
- Professional Service
适用功能
- 商业运营
- 销售与市场营销
用例
- 需求计划与预测
- 供应链可见性(SCV)
服务
- 数据科学服务
挑战
Avvo 是一家在线法律市场，为消费者提供律师和法律咨询，但该公司面临着赞助广告定价与其提供的客户价值之间的脱节问题。定价是基于感觉而不是事实，这使得销售团队很难向新客户证明其价值，也很难对现有客户实施基于需求的价格调整。该团队需要了解按地区和法律专业划分的赞助广告位置的展示次数和点击次数。如果特定地区的消费者花费更多时间探索内容或点击特定专业的广告，那么该地区该服务的广告价值应该更高，价格也应该相应提高。
关于客户
Avvo 是一个在线法律市场，将消费者与律师和法律建议联系起来，并为律师提供了一个通过可编辑的个人资料和管理潜在客户的工具来接触消费者的平台。该网站拥有 95% 美国认证律师的详细资料和评级、来自美国各地律师的可搜索法律建议，以及一个人们可以提出具体法律问题的论坛。Avvo 通过让人们接触律师和法律建议，并为律师提供了一个接触消费者的平台，改变了消费者法律服务的格局。
解决方案
为了了解性能和网站使用模式，Avvo 及其 Google Analytics 360 授权经销商 Analytics Pros 使用 Google Analytics 360 收集正确的数据。他们使用 Google Tag Manager 360 添加和更新网站标签。设置事件跟踪使他们能够衡量网站广告的展示次数、广告点击次数和点击率。实施 Tag Manager 360 使 Avvo 能够跟踪各种访问者级数据元素，包括用户搜索时使用的设备类型、律师个人资料 ID、律师评级等。部署这些解决方案后，Avvo 转向 Analytics 360 中的数据导入功能，将区域和专业信息纳入其报告中。
运营影响
数量效益
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