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Digital Analytics and Measuring Engagement in Law Firms
- 1. Analytics and Engagement in Law Firms
- 2. How do people search lawyers
- 4. • 32% to search on Internet • 55% to ask a friend/Lawyer -80% out of those 35% will search for your website to know more about you. • Almost 75% of the users will use your website as a first touch point This makes Analytics more important for law firms
- 6. •No-shortage of data – Can collect data from any digital medium. Website, Kiosk, Mobile apps •Can track offline as well as Online Campaigns •Improves Business decision making and marketing
- 8. Any “measurable” interaction which a user make on your website against a clearly defined goal.
- 9. Unorganized data is crap
- 10. What we really need to know?
- 11. Your Reporting or Dashboard Structure Acquisition Behavior Outcome How do you want user to come on your website ? -Paid, Owned or Earned Media -Where you spending your marketing budget -What content are they consuming. -What is their Frequency -What is their recency. -How many pages do they consume in a session -Micro conversions. -Macro Conversions
- 12. Engagement - Micro and Macro Conversions High Degree of co-relation. More engaged – More possibility to convert
- 13. What data to collect?
- 14. Measurement Plan
- 15. Start With Objective Reason for which your website exist? Why do you want to run a digital campaign?
- 16. Objective
- 17. Goals for each objective
- 18. KPI’s for each goals
- 19. What are your Goals? Branding Generate Leads Improve Experience Goals -Use Paid media to create brand awareness. -Thought leadership resource. - Videos - Legal News KPI’s 2000/M Branded Traffic -100 downloads -50 form fill-ups -50 Webinar Registrations -5 New Customers -20% Watch Video -30% Read our news section. Segments -Traffic Sources -Engaged Visits -Traffic Sources -Practice Areas -Country -Converted Visits -Traffic Sources -Engaged Visits -Practice Areas -Frequency/Recency -Country Segments
- 20. Reporting and Measurement Model should be Aligned
- 21. 1. Website is a first Touch Point 2. Measurable Interactions 3. Define what you need to know 4. What data to collect Takeaways
Notas del editor
- 32% to search on Internet35% to ask a friend -80% out of those 35% will search for your website to know more about you.Almost 60% of the users will use your website as a first touch pointThis makes Analytics more important for law firms
- No-shortage of data – Can collect data from any digital medium. Website, Kiosk, Mobile appsCan track offline as well as Online Campaignsit can make any business betterBetter decision making – Better investmentsHelp you in Re-marketingImprove your marketing
- Its Buzzword and It is very confusing. Lot of people talk about it and might give you their own definition of engagement.In Simple Words- Any interaction which a user make on your website against a clearly defined goal – Which is measurable.Can be session time, number of page view in a session, recency, frequency, watching a video, downloading an ebook or whitepaper.Will talk more about this …..