From Reporting to Action:How to Understand and Drive Interactive ResultsKalev Peekna, Director of Interactive Marketing St...
Our PresentersKalev Peekna                               Gita BediDirector, Interactive Marketing Strategy   Product Manag...
Agenda• State of Web Analytics Today• Realities for Business to Business Marketers• Key Areas to Analyze for B2B Sites• Co...
Web Reporting in Law Firms Today                              • Most use general tools like                               ...
Typical Components of a Web Dashboard   Visits            Pages               Sources                                     ...
What Do We Learn From a Typical Metrics Dashboard?• We know how many people come to the website or to a specific page• Wha...
So, What’s Wrong With the Dashboard?Off-the-shelf metrics tools focus on two primary revenue models in theweb industry:   ...
Website Role in Business Development ProcessClient view of acquiring legal services                                       ...
What Should Professional Services Firms Measure?                     • Visibility Site                • Usability Performa...
Site PerformanceVisibility         • How many people are coming to the site?                   • Are we promoting the righ...
CommunicationsEngagement       • How does content perform comparatively?                 • Which content keeps visitor att...
Business Development ActivityRelationships      • Which regions drive the most traffic?                   • Do you have ex...
Moving From Reporting to AnalysisAvinash Kaushik, Digital Marketing Evangelist for Google Web Reporting                   ...
Common Challenges for Law Firm Marketers                          Overly complex and expensive tool.Crappy implementation ...
Common Opportunities for Law Firm Marketers                                  Can you help me understand the data? Wh at sh...
Common Challenges for Web Industry Marketers
Common Opportunities for Web Industry Marketers
Common Trends for Web Industry Marketers
Creating a Law Firm Web Analytics Strategy   Not much use to know what is happening if you don’t know why it              ...
Creating a Law Firm Web Analytics Strategy      Using analytics effectively is a process that aligns your business        ...
Creating a Law Firm Web Analytics Strategy              Produce insights that are actionable   5 rules to actionable insig...
Creating a Law Firm Web Analytics Strategy     All data is secondary - primary quest is to understand the business        ...
Creating a Law Firm Web Analytics Strategy   Metrics on your report should give you clear understanding of your performanc...
Creating a Law Firm Web Analytics Strategy              Look beyond the obvious!• Look for trends, growth rates, declines…
Creating a Law Firm Web Analytics Strategy              Look beyond the obvious!• Add meaning to your reporting…
Getting Started: 5 Things You Can Do Today           1. Add a touch of context…
Getting Started: 5 Things You Can Do Today         2. Compare trends over time periods
Getting Started: 5 Things You Can Do Today      3. Measure traffic distribution across site
Getting Started: 5 Things You Can Do Today     4. Couple up metrics to be outcome metrics                             “Com...
Getting Started: 5 Things You Can Do Today             5. Focus on what’s changed                     Unless the content o...
Creating a Law Firm Web Analytics                     Get Started Today!!!   • Search for organizations biggest and highes...
tanya.ortiz@thomsonreuters.com
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From Reporting to Action: How to Understand and Drive Interactive Results

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Presented by Kalev Peekna and Gita Bedi.

How are you measuring your digital marketing success? For many marketers, making sense of the data they collect can be difficult. However, the world of web analytics is evolving to become more intuitive and insightful.

During this webinar, we shared tips to help you more effectively measure and analyze your marketing efforts and create data-driven interactive marketing programs. We explored the questions legal marketers should ask when analyzing their data and outlined easy steps you can take to better define interactive goals, identify new opportunities and measure ROI.

Published in: Technology, Business
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From Reporting to Action: How to Understand and Drive Interactive Results

  1. 1. From Reporting to Action:How to Understand and Drive Interactive ResultsKalev Peekna, Director of Interactive Marketing StrategyGita Bedi, Product Manager
  2. 2. Our PresentersKalev Peekna Gita BediDirector, Interactive Marketing Strategy Product Manager, Web Analytics
  3. 3. Agenda• State of Web Analytics Today• Realities for Business to Business Marketers• Key Areas to Analyze for B2B Sites• Common Challenges for Law Firm Marketers• Creating a Web Analytics Program• 5 Things You Can Do Today• .
  4. 4. Web Reporting in Law Firms Today • Most use general tools like Google Analytics • Reports gathered monthly or quarterly • Most of it is ignored by stakeholders • Few can point to specific actions resulting from what they learned in web metrics reports
  5. 5. Typical Components of a Web Dashboard Visits Pages Sources Referring Total Lawyers Sites Search Unique Practices Keywords Repeat News Geography
  6. 6. What Do We Learn From a Typical Metrics Dashboard?• We know how many people come to the website or to a specific page• What search term they may have used… which for most B2B firms is some form of the firm name 98% of the time.• What country they came from… most of the time.• We have almost no information on who they are, why they are there, or what they want. Basically, we’re running a popularity contest.
  7. 7. So, What’s Wrong With the Dashboard?Off-the-shelf metrics tools focus on two primary revenue models in theweb industry: Advertising Products / Direct Service Visitors Click-throughs ? Professional Transactions Placement Conversions Services
  8. 8. Website Role in Business Development ProcessClient view of acquiring legal services Web industry B2B law firms need tends to engagement at many focus here points
  9. 9. What Should Professional Services Firms Measure? • Visibility Site • Usability Performance • Market Influence • Engagement Communications • Content Use Performance • Authority Business • Relationships Development • Integration with off-site BD • ROI Activity
  10. 10. Site PerformanceVisibility • How many people are coming to the site? • Are we promoting the right content? • What are the recent changes in overall traffic patterns?Usability • Which areas of the site are receiving the most traffic? • Can people find what they are looking for? • Is my site designed for the visitor’s platform or browser?Market • How are people reaching the site? • Who is directing traffic to the site?Influence
  11. 11. CommunicationsEngagement • How does content perform comparatively? • Which content keeps visitor attention? • How does supportive content like video or downloadable materials affect visitor behavior?Content Use • Which content fulfills the visitor’s goals? • Do visitors explore other areas of content? • Which content is printed or downloaded by visitors?Authority • How often do people return to the site? • Which content is shared on social networks? • Is your thought leadership picked up by outside sources?
  12. 12. Business Development ActivityRelationships • Which regions drive the most traffic? • Do you have existing relationships with referring domains?Integration with • How does traffic change around an event or seminar? • Are practice development activities leveraging theoff-site BD website? • Does your site effectively support claims made in pitches?ROI • Does practice growth correlate with specific site activity? • How do prospective clients use the website? • How do current clients use the website?
  13. 13. Moving From Reporting to AnalysisAvinash Kaushik, Digital Marketing Evangelist for Google Web Reporting Data “Puke” Actionable Web Analytics Insight • Total site visits are up 1.5% this • Dodd Frank seminar reached 35 month physical attendees, materials • Google remains the main referring downloaded by 125 unique visitors search engine • Blog has increased traffic to key growth • Mobile traffic is currently at 3.5% practice • Articles targeting biotech industries are shared at 50% above firm average • Redesign of careers section has increased reach to lateral attorneys
  14. 14. Common Challenges for Law Firm Marketers Overly complex and expensive tool.Crappy implementation Data integration is a nightmare Poorly defined processes for using web analytics.Costly implementation. Crummy data export tool. Poorly defined Key Performance Indicators.No data about statistical reference. Too few relevant use cases. No knowledge within the company.Lousy vendor documentation. Support lacking at best. No standard quantitative inputs. NO help from IT department.No standard industry definitions. Contradictory explanations of what the data means. Too few people who understand web analytics. Clients don’t want it. Software too complex. No standard quantitative inputs.
  15. 15. Common Opportunities for Law Firm Marketers Can you help me understand the data? Wh at sh o u ld w e rep o rt o n ? Can you help us put this data in context? How do I know if my site is performing well? How do we compare to other firms? Can we customize these reports specifically to our firm? How much time should a visitor spend on my site, page, section…? How do I establish ROI? Can we get reporting specific to our content? How can we easily compare traffic over time by Content?
  16. 16. Common Challenges for Web Industry Marketers
  17. 17. Common Opportunities for Web Industry Marketers
  18. 18. Common Trends for Web Industry Marketers
  19. 19. Creating a Law Firm Web Analytics Strategy Not much use to know what is happening if you don’t know why it is happening ______________________________________ Hard to know why things are happening if you don’t know what is happening
  20. 20. Creating a Law Firm Web Analytics Strategy Using analytics effectively is a process that aligns your business objectives and website goals. Web analytics strategy is determined by:  Business objectives What is the purpose of your website?  Website goals What actions do you want people to take on your website to meet your business objectives?  Key performance indicators (KPIs) What relevant web metrics can be used to measure the efficacy of your website goals over time?
  21. 21. Creating a Law Firm Web Analytics Strategy Produce insights that are actionable 5 rules to actionable insights:  Put data in business context  Establish importance  Measure from start to finish  Be ready to be surprised  Prioritize
  22. 22. Creating a Law Firm Web Analytics Strategy All data is secondary - primary quest is to understand the business context, which in turn will dictate procurement of data. • Which content is most engaging? • What type of content do visitors value the most? • Which content delivers business value?
  23. 23. Creating a Law Firm Web Analytics Strategy Metrics on your report should give you clear understanding of your performance in these three areas: Activity, Behavior, and Outcomes. • Activity – Visits, Unique & Repeat Visits • Behavior – Bounce rate, Pageviews, Avg. time on Page • Outcome - Per Visit Goal value
  24. 24. Creating a Law Firm Web Analytics Strategy Look beyond the obvious!• Look for trends, growth rates, declines…
  25. 25. Creating a Law Firm Web Analytics Strategy Look beyond the obvious!• Add meaning to your reporting…
  26. 26. Getting Started: 5 Things You Can Do Today 1. Add a touch of context…
  27. 27. Getting Started: 5 Things You Can Do Today 2. Compare trends over time periods
  28. 28. Getting Started: 5 Things You Can Do Today 3. Measure traffic distribution across site
  29. 29. Getting Started: 5 Things You Can Do Today 4. Couple up metrics to be outcome metrics “Come join the PALM Club – People against Lonely Metrics” Avinash Kaushk, Google Evangelist
  30. 30. Getting Started: 5 Things You Can Do Today 5. Focus on what’s changed Unless the content on your site changes every day, it is quite unlikely that your Top 25 of anything changes all that much.
  31. 31. Creating a Law Firm Web Analytics Get Started Today!!! • Search for organizations biggest and highest priorities – Establish Objectives – Set Goals • Narrow down the key metrics (KPIs) to monitor to report on goals • Select initiatives worthy of sustained focus that can make the biggest difference in meeting your goals. • Focus is critical. Don’t get distracted once the targets are identified. • Ask the (right) questions
  32. 32. tanya.ortiz@thomsonreuters.com
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