Google Case Studies Google Analytics 360 empowers Avvo to make better product decisions

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	Google Analytics 360 empowers Avvo to make better product decisions Google

Google Analytics 360 empowers Avvo to make better product decisions

Google

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
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

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

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 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.

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.

Impact #1	Avvo was able to revise ad pricing based on analysis of demand by region and product category.
Impact #2	The company gained visibility into advertising success for better product decisions.
Impact #3	Avvo could more clearly measure content views, ad impressions, and clicks broken down by their internal regional and specialty classifications, allowing them to segment their pricing appropriately.

Impact #1

Avvo was able to revise ad pricing based on analysis of demand by region and product category.

Impact #2

The company gained visibility into advertising success for better product decisions.

Impact #3

Avvo could more clearly measure content views, ad impressions, and clicks broken down by their internal regional and specialty classifications, allowing them to segment their pricing appropriately.

Benefit #1	An uninformative ‘other’ category that accounted for 35% of total traffic was eliminated, making robust site analysis possible.
Benefit #2	With access to unsampled reports in Analytics 360, Avvo can download all usage information and combine it with additional back-end reporting within its data warehouse for even more robust analysis of user behavior.

Benefit #1

An uninformative ‘other’ category that accounted for 35% of total traffic was eliminated, making robust site analysis possible.

Benefit #2

With access to unsampled reports in Analytics 360, Avvo can download all usage information and combine it with additional back-end reporting within its data warehouse for even more robust analysis of user behavior.

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Overview

Google Analytics 360 empowers Avvo to make better product decisions

Operational Impact

Quantitative Benefit