1
eDynamic, Monday, April 21, 2014
1
Measuring
Engagement -
Professional
Services
2
3
1. I don’t know what it is
4
2. It isn’t useful
5
6
7
8
User Begins
Conversation
We get
information
about what
they like
Create more
information
like that
User reads
new
inform...
9
“All data in aggregate is
crap”
-Avinash Kaushik
10
Visitors spend 3 Minutes on our
site
60% leave without going to
another page
We got 60,000 page views last
month
11
12
13
Really Measuring
Outcomes.
14
Your website is a
product.
Users are paying you in what?
15
Acquisition Behavior Outcome
Unique
Visitors
Channels
Visitor
Loyalty
Bounce
Rate
What
should they
do?
What
should they...
16
Data segmentation
is key.
17
Start with your business divisions.
18
Practice areas in a Law Firm
Sales Teams
Service Offering Teams
19
Acquisition Behavior Outcome
Number of
Unique
Visitors
Through
that email
campaign?
Repeat
Visits to
Practice
area
cont...
20* Source http://www.kaushik.net
21
Contextualized
Position:
22
Calculate averages, minimums,
and maximums.
23
Compare to:
Time period
Other content
24
Acquisition Behavior Outcome
Number of
Unique
Visitors
Through
that email
campaign?
Repeat
Visits to
Practice
area
cont...
25
Degree Vs. Kind:
26
Degree: Lots of outcomes, or
little outcomes
Kind: Positive or Negative
27
To really arrive at “kind” a survey
is needed.
28
1. What do you want
your website to do?
2. Segment those
things
3. Contextualize them
29
Connect with us
1-877-339-6264
www.edynamic.net
contact@edynamic.net
twitter.com/edynamic
youtube.com/1999dynamic
faceb...
Upcoming SlideShare
Loading in …5
×

Digital Analytics and Measuring Engagement in Professional Services Firms

660
-1

Published on

Learn why it is critical for professional services firms to be able to analyze data across types of engagements to gain actionable insights.

Published in: Marketing, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
660
On Slideshare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Digital Analytics and Measuring Engagement in Professional Services Firms

  1. 1. 1 eDynamic, Monday, April 21, 2014 1 Measuring Engagement - Professional Services
  2. 2. 2
  3. 3. 3 1. I don’t know what it is
  4. 4. 4 2. It isn’t useful
  5. 5. 5
  6. 6. 6
  7. 7. 7
  8. 8. 8 User Begins Conversation We get information about what they like Create more information like that User reads new information We tell whether or not they like it
  9. 9. 9 “All data in aggregate is crap” -Avinash Kaushik
  10. 10. 10 Visitors spend 3 Minutes on our site 60% leave without going to another page We got 60,000 page views last month
  11. 11. 11
  12. 12. 12
  13. 13. 13 Really Measuring Outcomes.
  14. 14. 14 Your website is a product. Users are paying you in what?
  15. 15. 15 Acquisition Behavior Outcome Unique Visitors Channels Visitor Loyalty Bounce Rate What should they do? What should they see?
  16. 16. 16 Data segmentation is key.
  17. 17. 17 Start with your business divisions.
  18. 18. 18 Practice areas in a Law Firm Sales Teams Service Offering Teams
  19. 19. 19 Acquisition Behavior Outcome Number of Unique Visitors Through that email campaign? Repeat Visits to Practice area content Bounce Rate of Practice are section Social Amplification Recency of returning Visits to that practice area Practice areas in a Law Firm:
  20. 20. 20* Source http://www.kaushik.net
  21. 21. 21 Contextualized Position:
  22. 22. 22 Calculate averages, minimums, and maximums.
  23. 23. 23 Compare to: Time period Other content
  24. 24. 24 Acquisition Behavior Outcome Number of Unique Visitors Through that email campaign? Repeat Visits to Practice area content Bounce Rate of Practice are section Social Amplification Recency of returning Visits to that practice area Average: 6000/day • 60% Organic • 20% Referral • 20% Adwords Average 6/Month Average 60% Average 5 shares/post Average % of visitor Recency
  25. 25. 25 Degree Vs. Kind:
  26. 26. 26 Degree: Lots of outcomes, or little outcomes Kind: Positive or Negative
  27. 27. 27 To really arrive at “kind” a survey is needed.
  28. 28. 28 1. What do you want your website to do? 2. Segment those things 3. Contextualize them
  29. 29. 29 Connect with us 1-877-339-6264 www.edynamic.net contact@edynamic.net twitter.com/edynamic youtube.com/1999dynamic facebook.com/edynamic.net

×