SlideShare a Scribd company logo
1 of 13
Download to read offline
Delaware Valley Law Firm Marketing Group

The Law of Analytics: Why Data Matters for
        Law Firms & Their Clients
              30 January 2013
Today’s Plan
•   A bit about me
•   A bit about you
•   Goals for law firm online marketing
•   Big Data & online marketing
•   Data vs. Reporting vs. Analytics
•   All about Google Analytics
•   Today’s Top 5 (yes!)
•   A bit about your clients
•   Q&A
A bit about me
• Over 15 yrs in Internet/E-commerce/Marketing/
  Analytics – mostly in San Francisco
• In Philly – VP, E-commerce at Nutrisystem
• Founded Sepiida in 2009 – analytics & Internet
  marketing optimization services firm
   – Clients include Zynga Games Network, Haymarket Media
• Sepiida was acquired by Delphic Digital in October
  2012
• Now – General Manager, Analytics & Optimization
• And…I still plan to go law school!
A bit about you
• A show of hands
   –   Type of firm
   –   Your roles
   –   Online marketing tactics
   –   Google Analytics (GA) usage
• What are you doing with GA or data?
• Why did you come here today?
• What are you hoping to get out of our time
  together?
Goals of law firm online marketing
• Referrals-based business (for the most part)
• Online marketing serves to:
   – Validate your firm
   – Advertise the bios of your lawyers
   – Grow practice market share through PR & thought
     leadership
   – Stay top of mind (email marketing)
   – And drive some leads…
Big Data & Online Marketing
• What is this “Big Data” thing?
   – Not really new – we just have more of it
   – And more ways to work with it
   – Broad spectrum of adoption and usage  believe me, not
     everybody is doing it
• Traditional marketing (offline) vs. online marketing
   – Print, TV, radio  not easily measurable nor testable
   – Internet advertising & your site  measure & test
• This means that very little requires a lot of debate
  since the on-off switch is easy to hit
   – Work that into your pitch!
Data vs. Reporting vs. Analytics
• Data = The raw information that is collected as users
  interact with you online
• Reporting = The presentation of relevant data in a
  digestible, viewable format
• Analytics = The process of digging into data using
  useful reporting to discover takeaways and
  actionable insights that lead to data-driven
  recommendations for change
Tools Overview
• There are a variety of tools for:
   – Data collection
   – Reporting creation/viewing
• Not much for analytics  that’s where the
  brainpower comes in
• Most popular tool for data and reporting online is
  Google Analytics
   – And it’s free!
A few quick thoughts about GA
• Use it – it’s free, it helps you do your jobs better
• But it’s not perfect
   – Some information is obfuscated
   – Some data is going to be wrong because Google isn’t
     perfect
• Have proper expectations – it’ll tell you what, but
  not why
• The most important thing to do first is make sure
  you have an accurate and useful implementation of
  GA
   – Otherwise, it’s garbage in, garbage out
Let’s get into GA!
•   Key reports & terms
•   Engagement
•   Events
•   Goals
•   Conversions
•   Tying this into AdWords
Top 5 – What you should do today
1. Audit & Fix your GA implementation
  –   Garbage in, garbage out
2. Understand your traffic sources and how they are
   using your site
  –   Especially Organic vs. Paid Search
3. Find the top 5 Landing Pages with high Bounce
   Rates & optimize
4. Find the top 5 Exit Pages & optimize
5. Begin testing your email content & measuring
   impact on website
A bit about your clients
• You are their trusted advisor
• Remind them what data & analytics can do for them
  – Reduce inefficiency in decision-making
  – Increase ROI on online (and offline) marketing
• Many of your clients have much more data they can
  capture online
  – Getting & using it will help them grow their businesses
    more quickly
Want to chat some more?
Anita Garimella Andrews
Delphic Digital
aandrews@delphicdigital.com
@agarimella

More Related Content

What's hot

Convergytics capabilites and profile
Convergytics capabilites and profileConvergytics capabilites and profile
Convergytics capabilites and profileSantosh Atre
 
Best Practices in Keeping Data Clean Microsoft Convergence DayONE 2012
Best Practices in Keeping Data Clean Microsoft Convergence DayONE 2012Best Practices in Keeping Data Clean Microsoft Convergence DayONE 2012
Best Practices in Keeping Data Clean Microsoft Convergence DayONE 2012Tim Thorpe
 
Mart Virkus (Toggl, Chief of Marketing) "Toggl's tips and lessons on using co...
Mart Virkus (Toggl, Chief of Marketing) "Toggl's tips and lessons on using co...Mart Virkus (Toggl, Chief of Marketing) "Toggl's tips and lessons on using co...
Mart Virkus (Toggl, Chief of Marketing) "Toggl's tips and lessons on using co...Anna Vodyanitskaya
 
How & Why You Should Spend On SEM if You're Winning at SEO
How & Why You Should Spend On SEM if You're Winning at SEOHow & Why You Should Spend On SEM if You're Winning at SEO
How & Why You Should Spend On SEM if You're Winning at SEODigital Reach
 
Scraping Rehab Centers Contacts
Scraping Rehab Centers ContactsScraping Rehab Centers Contacts
Scraping Rehab Centers ContactsRashmiS08
 
Tree service digital +google maps optimization presentation
Tree service digital +google maps optimization presentationTree service digital +google maps optimization presentation
Tree service digital +google maps optimization presentationtreeservicedigital
 
Creating Meaningful in-house and Agency SEO Dashboards for the Enterprise - T...
Creating Meaningful in-house and Agency SEO Dashboards for the Enterprise - T...Creating Meaningful in-house and Agency SEO Dashboards for the Enterprise - T...
Creating Meaningful in-house and Agency SEO Dashboards for the Enterprise - T...Authoritas
 
Radical Analytics, Superweek Hungary, January 2017
Radical Analytics, Superweek Hungary, January 2017Radical Analytics, Superweek Hungary, January 2017
Radical Analytics, Superweek Hungary, January 2017Stéphane Hamel
 
Web Analytics- Turn Data into Actionable Insights
Web Analytics- Turn Data into Actionable InsightsWeb Analytics- Turn Data into Actionable Insights
Web Analytics- Turn Data into Actionable InsightsLNI Digital Marketing
 
Using Enhanced Ecommerce in Google Analytics for Business Growth
Using Enhanced Ecommerce in Google Analytics for Business GrowthUsing Enhanced Ecommerce in Google Analytics for Business Growth
Using Enhanced Ecommerce in Google Analytics for Business GrowthAnna Lewis
 
Introduction to Analytics
Introduction to AnalyticsIntroduction to Analytics
Introduction to AnalyticsMichael Bloom
 
Data Driven Website Optimization - Big Footprint Tech4Good Presentation
Data Driven Website Optimization - Big Footprint Tech4Good PresentationData Driven Website Optimization - Big Footprint Tech4Good Presentation
Data Driven Website Optimization - Big Footprint Tech4Good PresentationBigFootprint
 
Algolia @ProductTank Paris #13 - Dec 2014
Algolia @ProductTank Paris #13 - Dec 2014Algolia @ProductTank Paris #13 - Dec 2014
Algolia @ProductTank Paris #13 - Dec 2014Gaëtan Gachet
 
Google Analytics Crash Course
Google Analytics Crash CourseGoogle Analytics Crash Course
Google Analytics Crash CoursePeter O'Neill
 
It's The End of the Funnel As We Know It [Webinar]
It's The End of the Funnel As We Know It [Webinar]It's The End of the Funnel As We Know It [Webinar]
It's The End of the Funnel As We Know It [Webinar]G3 Communications
 
Turning Analysis into Action with APIs - Superweek 2017
Turning Analysis into Action with APIs - Superweek 2017Turning Analysis into Action with APIs - Superweek 2017
Turning Analysis into Action with APIs - Superweek 2017Peter Meyer
 

What's hot (20)

Convergytics capabilites and profile
Convergytics capabilites and profileConvergytics capabilites and profile
Convergytics capabilites and profile
 
Best Practices in Keeping Data Clean Microsoft Convergence DayONE 2012
Best Practices in Keeping Data Clean Microsoft Convergence DayONE 2012Best Practices in Keeping Data Clean Microsoft Convergence DayONE 2012
Best Practices in Keeping Data Clean Microsoft Convergence DayONE 2012
 
SEO 101 Seminar
SEO 101 SeminarSEO 101 Seminar
SEO 101 Seminar
 
Mart Virkus (Toggl, Chief of Marketing) "Toggl's tips and lessons on using co...
Mart Virkus (Toggl, Chief of Marketing) "Toggl's tips and lessons on using co...Mart Virkus (Toggl, Chief of Marketing) "Toggl's tips and lessons on using co...
Mart Virkus (Toggl, Chief of Marketing) "Toggl's tips and lessons on using co...
 
How & Why You Should Spend On SEM if You're Winning at SEO
How & Why You Should Spend On SEM if You're Winning at SEOHow & Why You Should Spend On SEM if You're Winning at SEO
How & Why You Should Spend On SEM if You're Winning at SEO
 
Scraping Rehab Centers Contacts
Scraping Rehab Centers ContactsScraping Rehab Centers Contacts
Scraping Rehab Centers Contacts
 
Tree service digital +google maps optimization presentation
Tree service digital +google maps optimization presentationTree service digital +google maps optimization presentation
Tree service digital +google maps optimization presentation
 
Creating Meaningful in-house and Agency SEO Dashboards for the Enterprise - T...
Creating Meaningful in-house and Agency SEO Dashboards for the Enterprise - T...Creating Meaningful in-house and Agency SEO Dashboards for the Enterprise - T...
Creating Meaningful in-house and Agency SEO Dashboards for the Enterprise - T...
 
Dyn ppt
Dyn pptDyn ppt
Dyn ppt
 
Radical Analytics, Superweek Hungary, January 2017
Radical Analytics, Superweek Hungary, January 2017Radical Analytics, Superweek Hungary, January 2017
Radical Analytics, Superweek Hungary, January 2017
 
Web Analytics- Turn Data into Actionable Insights
Web Analytics- Turn Data into Actionable InsightsWeb Analytics- Turn Data into Actionable Insights
Web Analytics- Turn Data into Actionable Insights
 
WLN Training
WLN TrainingWLN Training
WLN Training
 
Using Enhanced Ecommerce in Google Analytics for Business Growth
Using Enhanced Ecommerce in Google Analytics for Business GrowthUsing Enhanced Ecommerce in Google Analytics for Business Growth
Using Enhanced Ecommerce in Google Analytics for Business Growth
 
Introduction to Analytics
Introduction to AnalyticsIntroduction to Analytics
Introduction to Analytics
 
Mobile apps-for-small-business
Mobile apps-for-small-businessMobile apps-for-small-business
Mobile apps-for-small-business
 
Data Driven Website Optimization - Big Footprint Tech4Good Presentation
Data Driven Website Optimization - Big Footprint Tech4Good PresentationData Driven Website Optimization - Big Footprint Tech4Good Presentation
Data Driven Website Optimization - Big Footprint Tech4Good Presentation
 
Algolia @ProductTank Paris #13 - Dec 2014
Algolia @ProductTank Paris #13 - Dec 2014Algolia @ProductTank Paris #13 - Dec 2014
Algolia @ProductTank Paris #13 - Dec 2014
 
Google Analytics Crash Course
Google Analytics Crash CourseGoogle Analytics Crash Course
Google Analytics Crash Course
 
It's The End of the Funnel As We Know It [Webinar]
It's The End of the Funnel As We Know It [Webinar]It's The End of the Funnel As We Know It [Webinar]
It's The End of the Funnel As We Know It [Webinar]
 
Turning Analysis into Action with APIs - Superweek 2017
Turning Analysis into Action with APIs - Superweek 2017Turning Analysis into Action with APIs - Superweek 2017
Turning Analysis into Action with APIs - Superweek 2017
 

Similar to The Law of Analytics

ROI-BOT Executive Data Dashboard Software
ROI-BOT Executive Data Dashboard SoftwareROI-BOT Executive Data Dashboard Software
ROI-BOT Executive Data Dashboard SoftwareBrian Pasch
 
Webinar: Maximizing Your Potential with Data Leadership
Webinar: Maximizing Your Potential with Data LeadershipWebinar: Maximizing Your Potential with Data Leadership
Webinar: Maximizing Your Potential with Data LeadershipDATAVERSITY
 
Quant5 planning ness-050613_final
Quant5 planning ness-050613_finalQuant5 planning ness-050613_final
Quant5 planning ness-050613_finalDoug Levin
 
How to measure your marketing effectiveness
How to measure your marketing effectivenessHow to measure your marketing effectiveness
How to measure your marketing effectivenessJustin Kerley
 
"How to measure your website effectiveness and get on the right track with we...
"How to measure your website effectiveness and get on the right track with we..."How to measure your website effectiveness and get on the right track with we...
"How to measure your website effectiveness and get on the right track with we...Markedu - Innovative Marketing Education
 
Smart Digital Marketing Plan for eCommerce Website, by Anthony Ragland
Smart Digital Marketing Plan for eCommerce Website, by Anthony RaglandSmart Digital Marketing Plan for eCommerce Website, by Anthony Ragland
Smart Digital Marketing Plan for eCommerce Website, by Anthony RaglandAnthony Ragland
 
Tableau Conference 2014: How One Agency Evolved from Vendor to Strategic Partner
Tableau Conference 2014: How One Agency Evolved from Vendor to Strategic PartnerTableau Conference 2014: How One Agency Evolved from Vendor to Strategic Partner
Tableau Conference 2014: How One Agency Evolved from Vendor to Strategic PartnerSIGMA Marketing Insights
 
Google Analytics Overview
Google Analytics OverviewGoogle Analytics Overview
Google Analytics OverviewKayden Kelly
 
Google Analytics Overview
Google Analytics OverviewGoogle Analytics Overview
Google Analytics OverviewSarah Katinger
 
Real World Rules for Lead Scoring & Prioritization
Real World Rules for Lead Scoring & PrioritizationReal World Rules for Lead Scoring & Prioritization
Real World Rules for Lead Scoring & PrioritizationLeadLife Solutions
 
Digital Marketing Strategy with Quick ROI
Digital Marketing Strategy with Quick ROIDigital Marketing Strategy with Quick ROI
Digital Marketing Strategy with Quick ROIPathikrit Dasgupta
 
Planning a Successful Online Business
Planning a Successful Online BusinessPlanning a Successful Online Business
Planning a Successful Online Businesslisabaadeseo
 
Web Analytics Roadmap 2018
Web Analytics Roadmap 2018Web Analytics Roadmap 2018
Web Analytics Roadmap 2018unfunnel
 
Digital Marketing Analytics Certification - Session One
Digital Marketing Analytics Certification - Session OneDigital Marketing Analytics Certification - Session One
Digital Marketing Analytics Certification - Session OneBrand Digital, Inc
 
Ignition Search - "Demystifying SEO"
Ignition Search - "Demystifying SEO"Ignition Search - "Demystifying SEO"
Ignition Search - "Demystifying SEO"Stephen Reynolds
 
How To Learn What Your Customers Want With Google Analytics
How To Learn What Your Customers Want With Google AnalyticsHow To Learn What Your Customers Want With Google Analytics
How To Learn What Your Customers Want With Google AnalyticsWill Marlow Agency
 
5 Steps To Become A Data-Driven Organization : Webinar
5 Steps To Become A Data-Driven Organization : Webinar5 Steps To Become A Data-Driven Organization : Webinar
5 Steps To Become A Data-Driven Organization : WebinarGramener
 
Optimising your business
Optimising your businessOptimising your business
Optimising your businessDavid Sayce
 
5 Steps to Transform into a Data-Driven Organization - Ganes Kesari - Gramen...
 5 Steps to Transform into a Data-Driven Organization - Ganes Kesari - Gramen... 5 Steps to Transform into a Data-Driven Organization - Ganes Kesari - Gramen...
5 Steps to Transform into a Data-Driven Organization - Ganes Kesari - Gramen...Ganes Kesari
 
Automate your Marketing and Increase ROI-final
Automate your Marketing and Increase ROI-finalAutomate your Marketing and Increase ROI-final
Automate your Marketing and Increase ROI-finalJohn Reints
 

Similar to The Law of Analytics (20)

ROI-BOT Executive Data Dashboard Software
ROI-BOT Executive Data Dashboard SoftwareROI-BOT Executive Data Dashboard Software
ROI-BOT Executive Data Dashboard Software
 
Webinar: Maximizing Your Potential with Data Leadership
Webinar: Maximizing Your Potential with Data LeadershipWebinar: Maximizing Your Potential with Data Leadership
Webinar: Maximizing Your Potential with Data Leadership
 
Quant5 planning ness-050613_final
Quant5 planning ness-050613_finalQuant5 planning ness-050613_final
Quant5 planning ness-050613_final
 
How to measure your marketing effectiveness
How to measure your marketing effectivenessHow to measure your marketing effectiveness
How to measure your marketing effectiveness
 
"How to measure your website effectiveness and get on the right track with we...
"How to measure your website effectiveness and get on the right track with we..."How to measure your website effectiveness and get on the right track with we...
"How to measure your website effectiveness and get on the right track with we...
 
Smart Digital Marketing Plan for eCommerce Website, by Anthony Ragland
Smart Digital Marketing Plan for eCommerce Website, by Anthony RaglandSmart Digital Marketing Plan for eCommerce Website, by Anthony Ragland
Smart Digital Marketing Plan for eCommerce Website, by Anthony Ragland
 
Tableau Conference 2014: How One Agency Evolved from Vendor to Strategic Partner
Tableau Conference 2014: How One Agency Evolved from Vendor to Strategic PartnerTableau Conference 2014: How One Agency Evolved from Vendor to Strategic Partner
Tableau Conference 2014: How One Agency Evolved from Vendor to Strategic Partner
 
Google Analytics Overview
Google Analytics OverviewGoogle Analytics Overview
Google Analytics Overview
 
Google Analytics Overview
Google Analytics OverviewGoogle Analytics Overview
Google Analytics Overview
 
Real World Rules for Lead Scoring & Prioritization
Real World Rules for Lead Scoring & PrioritizationReal World Rules for Lead Scoring & Prioritization
Real World Rules for Lead Scoring & Prioritization
 
Digital Marketing Strategy with Quick ROI
Digital Marketing Strategy with Quick ROIDigital Marketing Strategy with Quick ROI
Digital Marketing Strategy with Quick ROI
 
Planning a Successful Online Business
Planning a Successful Online BusinessPlanning a Successful Online Business
Planning a Successful Online Business
 
Web Analytics Roadmap 2018
Web Analytics Roadmap 2018Web Analytics Roadmap 2018
Web Analytics Roadmap 2018
 
Digital Marketing Analytics Certification - Session One
Digital Marketing Analytics Certification - Session OneDigital Marketing Analytics Certification - Session One
Digital Marketing Analytics Certification - Session One
 
Ignition Search - "Demystifying SEO"
Ignition Search - "Demystifying SEO"Ignition Search - "Demystifying SEO"
Ignition Search - "Demystifying SEO"
 
How To Learn What Your Customers Want With Google Analytics
How To Learn What Your Customers Want With Google AnalyticsHow To Learn What Your Customers Want With Google Analytics
How To Learn What Your Customers Want With Google Analytics
 
5 Steps To Become A Data-Driven Organization : Webinar
5 Steps To Become A Data-Driven Organization : Webinar5 Steps To Become A Data-Driven Organization : Webinar
5 Steps To Become A Data-Driven Organization : Webinar
 
Optimising your business
Optimising your businessOptimising your business
Optimising your business
 
5 Steps to Transform into a Data-Driven Organization - Ganes Kesari - Gramen...
 5 Steps to Transform into a Data-Driven Organization - Ganes Kesari - Gramen... 5 Steps to Transform into a Data-Driven Organization - Ganes Kesari - Gramen...
5 Steps to Transform into a Data-Driven Organization - Ganes Kesari - Gramen...
 
Automate your Marketing and Increase ROI-final
Automate your Marketing and Increase ROI-finalAutomate your Marketing and Increase ROI-final
Automate your Marketing and Increase ROI-final
 

The Law of Analytics

  • 1. Delaware Valley Law Firm Marketing Group The Law of Analytics: Why Data Matters for Law Firms & Their Clients 30 January 2013
  • 2. Today’s Plan • A bit about me • A bit about you • Goals for law firm online marketing • Big Data & online marketing • Data vs. Reporting vs. Analytics • All about Google Analytics • Today’s Top 5 (yes!) • A bit about your clients • Q&A
  • 3. A bit about me • Over 15 yrs in Internet/E-commerce/Marketing/ Analytics – mostly in San Francisco • In Philly – VP, E-commerce at Nutrisystem • Founded Sepiida in 2009 – analytics & Internet marketing optimization services firm – Clients include Zynga Games Network, Haymarket Media • Sepiida was acquired by Delphic Digital in October 2012 • Now – General Manager, Analytics & Optimization • And…I still plan to go law school!
  • 4. A bit about you • A show of hands – Type of firm – Your roles – Online marketing tactics – Google Analytics (GA) usage • What are you doing with GA or data? • Why did you come here today? • What are you hoping to get out of our time together?
  • 5. Goals of law firm online marketing • Referrals-based business (for the most part) • Online marketing serves to: – Validate your firm – Advertise the bios of your lawyers – Grow practice market share through PR & thought leadership – Stay top of mind (email marketing) – And drive some leads…
  • 6. Big Data & Online Marketing • What is this “Big Data” thing? – Not really new – we just have more of it – And more ways to work with it – Broad spectrum of adoption and usage  believe me, not everybody is doing it • Traditional marketing (offline) vs. online marketing – Print, TV, radio  not easily measurable nor testable – Internet advertising & your site  measure & test • This means that very little requires a lot of debate since the on-off switch is easy to hit – Work that into your pitch!
  • 7. Data vs. Reporting vs. Analytics • Data = The raw information that is collected as users interact with you online • Reporting = The presentation of relevant data in a digestible, viewable format • Analytics = The process of digging into data using useful reporting to discover takeaways and actionable insights that lead to data-driven recommendations for change
  • 8. Tools Overview • There are a variety of tools for: – Data collection – Reporting creation/viewing • Not much for analytics  that’s where the brainpower comes in • Most popular tool for data and reporting online is Google Analytics – And it’s free!
  • 9. A few quick thoughts about GA • Use it – it’s free, it helps you do your jobs better • But it’s not perfect – Some information is obfuscated – Some data is going to be wrong because Google isn’t perfect • Have proper expectations – it’ll tell you what, but not why • The most important thing to do first is make sure you have an accurate and useful implementation of GA – Otherwise, it’s garbage in, garbage out
  • 10. Let’s get into GA! • Key reports & terms • Engagement • Events • Goals • Conversions • Tying this into AdWords
  • 11. Top 5 – What you should do today 1. Audit & Fix your GA implementation – Garbage in, garbage out 2. Understand your traffic sources and how they are using your site – Especially Organic vs. Paid Search 3. Find the top 5 Landing Pages with high Bounce Rates & optimize 4. Find the top 5 Exit Pages & optimize 5. Begin testing your email content & measuring impact on website
  • 12. A bit about your clients • You are their trusted advisor • Remind them what data & analytics can do for them – Reduce inefficiency in decision-making – Increase ROI on online (and offline) marketing • Many of your clients have much more data they can capture online – Getting & using it will help them grow their businesses more quickly
  • 13. Want to chat some more? Anita Garimella Andrews Delphic Digital aandrews@delphicdigital.com @agarimella