Case Study: eteamz achieves rapid conversion insights and increased upgrade revenue with Tableau Software

Tableau takes eteamz to the Major Leagues

The Active Network’s eteamz is a team- and league-website publishing platform where users choose between a free “Basic” membership or a paid “Plus” upgrade, creating Free, Paid and Upgrade funnels. Web marketing analyst Eric Ramos needed a simple, fast way to understand multi-dimensional conversion and retention trends—Excel was too slow and couldn’t reveal where conversions were dropping off.

Using Tableau to combine page-level funnel data, Omniture analytics and marketing notes, Ramos built visualizations that exposed a three-week lag between Free and Upgrade conversions, a clear drop after August, and a bottleneck on the final upgrade page (36% of process time and over four minutes spent). The insights let the team prioritize the upgrade flow—reducing analysis time from weeks to hours, driving changes that generated new sales, and targeting promotions where they’ll have the most impact (a 1% upgrade lift yields more revenue than a 5% free lift).

eteamz

Eric Ramos

eteamz