At the Legal Marketing Association's P3 Conference in Chicago, Andy Peterson of Davis Wright Tremaine, and Christian Zust of Bryan Cave, shared case studies where they took a client request to capture and leverage data and made the story even bigger and better than the clients had hoped.

1. LEVERAGING ANALYTICS
TO TELL THE STORY
THEY WANT … AND MORE
Andy Peterson – DWT De Novo
Christian Zust – Bryan Cave

2. LEARNING OUTCOMES
1. Analyze opportunities to leverage data to
demonstrate your firm’s value
2. Identify ways to improve the stories uncovered
through data analysis
3. Formulate strategies to protect the stories at both
client and firm levels
#LMAP32

3. THE BRYAN CAVE STORY
Potential Litigation Client
• Transactional client with no history using Bryan Cave for
litigation
• Reputation for dismissals or nominal settlements, even on
complex matters
#LMAP33

4. FINDING THE OPPORTUNITY
Have your client define success
• Engaged GC early to understand how they define success
- Interested in seeing if there is a better way to control overall
costs
+ Enjoyed reputation as tough litigators
+ No noteworthy issues with particular counsel
+ Little interaction with counsel
+ Settlement costs currently minimal
#LMAP34

5. UNDERSTANDING WHERE TO ADD VALUE
Break “success” into its component parts
• Total Cost of Resolution (TCR) Components
- Outside counsel spend
- Settlement costs
- Expenses
#LMAP35

6. FINDING THE STORY
Gather data related to each
component
• Data Sources
- Financial dashboard
- Experience database
- Document management
system
- Attorney memory
#LMAP36

7. TELLING THE STORY
Turn findings into something easily digestible
#LMAP37
Legal Fees
63%
Settlement
Costs
33%
Expenses
4%
Bryan Cave - TCR $94,500
Legal Fees
92%
Settlement
Costs
4%
Expenses
4%
Baseline - TCR $120,000

8. IMPROVING THE CLIENT’S STORY
Demonstrate the value of your story by incorporating it
into the relationship
• Common suggestions:
- Tweaks to streamline processes
- Changes in team composition/structure
- Increased collaboration and smarter reporting/alerting
• Structured a TCR based approach to litigation:
- Improving case assessments to include risk weighting
- Scrutinizing demand v. next round of defense fees
- Enhancing data collection and analysis methodologies
- Developing key performance indicators (KPIs) and scorecards to
ensure quality
#LMAP38

9. PROTECT THE STORY – CLIENT LEVEL
Implement improvements that deepen institutional
knowledge while positively impacting metrics
• Formed specialized teams to respond to certain high risk or
highly repeatable issues
• Formulated key performance indicators that impact TCR
• Customized solutions focused on improving performance
against KPIs
#LMAP39

10. PROTECT THE STORY – FIRM LEVEL
Ingrain the firm’s story in the attorneys’ memory and
connect their individual performance to that story
• Story shared for preservation and continued business
development
• Associate training programs created
• Smarter reporting created showing each attorney their
performance as it relates to KPIs
#LMAP310

11. INDIVIDUAL PERFORMANCE SUMMARY
#LMAP311

12. THE DWT STORY
Existing payments client
• Wanted an international survey of current and emerging
payments regulatory issues
• Wanted it displayed in a “heat map”
• Wanted it … from a lawyer (gulp)
#LMAP312

13. THE DATA
#LMAP313
COUNTRIES
28
US
Canada
China
UAE
Bahrain
…
ISSUES
28
Honor-all-cards rule
Card transaction fraud/data-security
Interest rates and fees
Grace periods
Rewards or loyalty programs
…
WINDOWS
2
Current
Emerging
WORDS

14. STRUCTURE
#LMAP314
Quantitative Qualitative

15. 
TIME GOES BY
Lawyers do the research
• Mid-six figures in in DWT billings
• Even more in local counsel billings
• $0k in Andy billings
#LMAP315

16. THE END(ISH) RESULT
#LMAP316

17. THE END(ISH) RESULT
#LMAP317

18. THE END(ISH) RESULT
#LMAP318

19. THE END(ISH) RESULT
#LMAP319

20. “SCOPE CREEP” AKA “HERO OPPORTUNITY”
Can
it
do
X?
#LMAP320
#CIDX
(not everything in this
presentation is true)
(but follow me
@designbuildLGL)

21. #CIDX: SPLIT CURRENT AND EMERGING?
#LMAP321

22. #CIDX: SPLIT CURRENT AND EMERGING?
#LMAP322

23. #CIDX: SPLIT CURRENT AND EMERGING?
#LMAP323
#CIDX ??

24. #CIDX: CLICK-THROUGH TO SURVEY RESULTS
#LMAP324

25. #CIDX: CLICK-THROUGH TO SURVEY RESULTS
#LMAP325

26. #CIDX: CLICK-THROUGH TO SURVEY RESULTS
#LMAP326
#CIDX ??

27. #CIDX: CLICK-THROUGH TO FULL TEXT
#LMAP327
OF THE REGULATION
ON THE WEB
TRANSLATED INTO ENGLISH?

28. #CIDX: CLICK-THROUGH TO FULL TEXT
#LMAP328

29. #CIDX: CLICK-THROUGH TO FULL TEXT
#LMAP329
#CIDX ??
(sort of)

30. WHAT’S NEXT
The heat map lives on*
• Used by global cards team to keep a finger on the pulse of
pertinent events affecting the card business in 28 jurisdictions
• *The client is replicating the whole thing, using our data
structure and visualization, in QlikView
• They will ask us and local counsel to update the data on
some regular basis
• DWT can apply this structure to other similar efforts (e.g. 50-
state surveys)
#LMAP330

31. BEST PRACTICES
Tips to uncover, institute, improve and protect your story:
• Engage client early to understand their vision for success
• Get the opportunity into the right hands right away
• Break “success” down into its component parts
• Analyze historical performance as it relates to those parts to
develop your story
• Don’t just tell the story – look for ways to improve it
• Implement structural changes to improve and protect your
story at both client and firm level
#LMAP331

32. REMINDER: EVALUATE THIS SESSION
Please fill out the Session Evaluation for this
presentation via the P3 Mobile App.
We appreciate your feedback!
#LMAP332