As the co-founder of Service Direct, an advertising technology company, they offer lead generation solutions for local service businesses by delivering inbound phone calls from purchase-ready customers that need their services. This is achieved through a lead generation platform that allows clients to build, manage, and track their pay-per-lead account with them. However, this approach resulted in some negative user behavior trends, such as customers signing up for the service in locations and service categories where they wouldn't be able to get leads, choosing lower lead prices, and pausing their accounts. To address these issues, the company used data visualization and automation tools to provide prospective clients with insight into the likelihood of winning leads through the Marketplace, tailoring messaging to existing clients to encourage them to increase their cost-per-lead and remain active in the Marketplace. The results showed a 23% reduction in account creation, a 31% increase in initial price-per-lead, a 62% increase in active client rate, and a 45% increase in monthly revenue per client. The company learned that transparency is key to driving better decision-making, and investing in internal data tools and unlocking data through automation can have a significant impact on growth.