Challenge 

 The family law firm is looking for more efficient ways to bring in clients .   In the past , clients have come in   mainly from the google adds advertising and referrals .   How can we increase the client base without   increasing the cost of advertising .   If possible , a reduction in advertising expenses would be much more   desirable in this competitive climate .   We are looking at designing a more effective marketing strategy . 

 Selection , Application and Insight 

 I am going to use the learning launch tool to see if I can come up with a more efficient way of promoting   the business .   I used learning launch since it allows us to create experiments and test new ideas without   spending a large sum of money .   I am going to create a hypothesis and then do some experiments on   various online platforms , look at the results , and see if it will be effective to market in that direction .    The return on the investment will be a key metric .   Can we reduce our advertising budget and get better   results . 

 The hypothesis is that yelp , bing or facebook may be more effective than google ads in getting   customers for the firm . I marketed the firm in yelp , bing and facebook .   I did not use google ads since we   have been using them for years and I know the Return on Investment ( ROI ) for that advertising platform .    I put the same amount of funds into all three of the platforms .   I then checked the effectiveness of the   advertising with clickthrough rate to the website .   I also tracked all the calls to the office .   All new clients   were asked how they found out about the firm .   I did not find that yelp , bing or facebook were that cost   effective compared to the advertising that we were currently doing .   It was much more expensive per   click through traffic .   We tried various different adds to try and get a similar click through rate as google   ads . 

 Approach 

 We talked it over within the firm to see if there are any other ideas to try since yelp , bing or facebook   was n’t more cost effective than google ads .   We still wanted to see if we could reduce our advertising   budget . One of the areas , we have not done much in the last few years was updating the content on the   website and having customer ’s review us on google .   We are still using the learning launch tool to try out   a new experiment .   The new hypothesis is that updating our website and getting satisfied customers to   add reviews in google with us will be more effective than google adds in getting customers for the firm . 

 I redeveloped the website with lots of feedback from various stakeholders regarding the content for the   website .   I then put it online and check it ’s effectiveness through google analytics and google business .   I   also encouraged our satisfied customers to put in reviews on google for us .   I then tracked how our   customers found out about us .   When we tested the ROI to do with the website and reviews , we found it   to be the most cost effective advertising . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Challenge 

 The family law firm is looking for more efficient ways to bring in clients .   In the past , clients have come in   mainly from the google adds advertising and referrals .   How can we increase the client base without   increasing the cost of advertising .   If possible , a reduction in advertising expenses would be much more   desirable in this competitive climate .   We are looking at designing a more effective marketing strategy . 

 Selection , Application and Insight 

 I am going to use the learning launch tool to see if I can come up with a more efficient way of promoting   the business .   I used learning launch since it allows us to create experiments and test new ideas without   spending a large sum of money .   I am going to create a hypothesis and then do some experiments on   various online platforms , look at the results , and see if it will be effective to market in that direction .    The return on the investment will be a key metric .   Can we reduce our advertising budget and get better   results . 

 The hypothesis is that yelp , bing or facebook may be more effective than google ads in getting   customers for the firm . I marketed the firm in yelp , bing and facebook .   I did not use google ads since we   have been using them for years and I know the Return on Investment ( ROI ) for that advertising platform .    I put the same amount of funds into all three of the platforms .   I then checked the effectiveness of the   advertising with clickthrough rate to the website .   I also tracked all the calls to the office .   All new clients   were asked how they found out about the firm .   I did not find that yelp , bing or facebook were that cost   effective compared to the advertising that we were currently doing .   It was much more expensive per   click through traffic .   We tried various different adds to try and get a similar click through rate as google   ads . 

 Approach 

 We talked it over within the firm to see if there are any other ideas to try since yelp , bing or facebook   was n’t more cost effective than google ads .   We still wanted to see if we could reduce our advertising   budget . One of the areas , we have not done much in the last few years was updating the content on the   website and having customer ’s review us on google .   We are still using the learning launch tool to try out   a new experiment .   The new hypothesis is that updating our website and getting satisfied customers to   add reviews in google with us will be more effective than google adds in getting customers for the firm . 

 I redeveloped the website with lots of feedback from various stakeholders regarding the content for the   website .   I then put it online and check it ’s effectiveness through google analytics and google business .   I   also encouraged our satisfied customers to put in reviews on google for us .   I then tracked how our   customers found out about us .   When we tested the ROI to do with the website and reviews , we found it   to be the most cost effective advertising .
### Output: 