The document discusses the current state of web analytics in business-to-business (B2B) marketing, particularly for law firms, highlighting common challenges and opportunities in utilizing web metrics effectively. It emphasizes the need for a robust web analytics strategy that aligns with business objectives and outlines key performance indicators to measure website efficacy. Recommendations are provided for actionable insights and immediate steps firms can take to enhance their web analytics programs.

1. From Reporting to Action:
How to Understand and Drive Interactive Results
Kalev Peekna, Director of Interactive Marketing Strategy
Gita Bedi, Product Manager

2. Our Presenters
Kalev Peekna Gita Bedi
Director, Interactive Marketing Strategy Product Manager, Web Analytics

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. 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. Typical Components of a Web Dashboard
Visits Pages Sources
Referring
Total Lawyers
Sites
Search
Unique Practices
Keywords
Repeat News Geography

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. So, What’s Wrong With the Dashboard?
Off-the-shelf metrics tools focus on two primary revenue models in the
web industry:
Advertising Products / Direct
Service
Visitors
Click-throughs
?
Professional
Transactions
Placement Conversions
Services

8. Website Role in Business Development Process
Client view of acquiring legal services
Web industry
B2B law firms need tends to
engagement at many focus here
points

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. Site Performance
Visibility • 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. Communications
Engagement • 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. Business Development Activity
Relationships • 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 the
off-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. Moving From Reporting to Analysis
Avinash 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. 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. 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. Common Challenges for Web Industry Marketers

17. Common Opportunities for Web Industry Marketers

18. Common Trends for Web Industry Marketers

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. 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. 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. 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. 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. Creating a Law Firm Web Analytics Strategy
Look beyond the obvious!
• Look for trends, growth rates, declines…

25. Creating a Law Firm Web Analytics Strategy
Look beyond the obvious!
• Add meaning to your reporting…

26. Getting Started: 5 Things You Can Do Today
1. Add a touch of context…

27. Getting Started: 5 Things You Can Do Today
2. Compare trends over time periods

28. Getting Started: 5 Things You Can Do Today
3. Measure traffic distribution across site

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. 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. 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. tanya.ortiz@thomsonreuters.com