Avvo Project 5

The Avvo project is focused on creating data-driven business personas for attorney customers on their subscription-based advertising platform. The goal of the project is to create marketing segments or clusters of attorneys that can be understood by non-analysts to better serve sales and marketing. The CMC student team will build on prior work by analyzing a sample of attorneys to create these clusters, and suggestions for creating clusters include using PCA for dimension reduction, K-Means or Hierarchical clustering, and other classification methods. The company will provide the students with internal attorney data, which will include attorney GUID, area of practice, state of bar approval, admission year, office location, firm size, Avvo rating, reviews, peer reviews, advertising markets, and internal billing index.

The student team is expected to deliver a presentation recommending a customer cluster model, including why it was chosen, the benefit of moving towards this model, and a comparison to other industry standards. The presentation should also include a working model for the company to evaluate and understand the segments or clusters, as well as a recommendation on the next steps and any perceived risks. The desired skills for the team include analytical rigor, project management, and the ability to present information clearly to business users. Optional tasks include creating a test plan for testing the segments/clusters in production.