From Reporting to Action: How to Understand and Drive Interactive Results

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

Our Presenters

Gita Bedi

Product Manager, Web Analytics

Kalev Peekna

Director, Interactive Marketing Strategy

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

• .

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

Typical Components of a Web Dashboard

Total

Unique

Repeat

Visits

Lawyers

Practices

News

Pages

Referring Sites

Search Keywords

Geography

Sources

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.

So, What’s Wrong With the Dashboard?

Off-the-shelf metrics tools focus on two primary revenue models in the

web industry:

Advertising

Visitors

Click-throughs

Placement

Products / Direct

Service

Transactions

Conversions

? Professional

Services

Website Role in Business Development Process

Web industry

tends to

focus here

Client view of acquiring legal services

B2B law firms need

engagement at many

points

What Should Professional Services Firms Measure?

Site

Performance

• Visibility

• Usability

• Market Influence

Communications

Performance

• Engagement

• Content Use

• Authority

Business

Development

Activity

• Relationships

• Integration with off-site BD

• ROI

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

Influence

• How are people reaching the site?

• Who is directing traffic to the site?

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?

Business Development Activity

Relationships • Which regions drive the most traffic?

• Do you have existing relationships with referring

domains?

Integration with

off-site BD

• How does traffic change around an event or seminar?

• Are practice development activities leveraging the

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?

Moving From Reporting to Analysis

Data “Puke” Web Reporting Actionable

Insight Web Analytics

Avinash Kaushik, Digital Marketing Evangelist for Google

• Total site visits are up 1.5% this

month

• Google remains the main referring

search engine

• Mobile traffic is currently at 3.5%

• Dodd Frank seminar reached 35

physical attendees, materials

downloaded by 125 unique visitors

• Blog has increased traffic to key growth

practice

• Articles targeting biotech industries are

shared at 50% above firm average

• Redesign of careers section has

increased reach to lateral attorneys

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.

Common Opportunities for Law Firm Marketers

Can you help me understand the data?

What should w e report on?

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?

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

is happening ______________________________________

Hard to know why things are happening if you don’t know what is

happening


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?

Using analytics effectively is a process that aligns your business

objectives and website goals.


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


• Which content is most engaging?

• What type of content do visitors value the most?

• Which content delivers business value?

All data is secondary - primary quest is to understand the business

context, which in turn will dictate procurement of data.


• Activity – Visits, Unique & Repeat Visits

• Behavior – Bounce rate, Pageviews, Avg. time on Page

• Outcome - Per Visit Goal value

Metrics on your report should give you clear understanding of your performance in

these three areas: Activity, Behavior, and Outcomes.


• Look for trends, growth rates, declines…

Look beyond the obvious!


• Add meaning to your reporting…

Look beyond the obvious!

Getting Started: 5 Things You Can Do Today

1. Add a touch of context…


2. Compare trends over time periods


3. Measure traffic distribution across site


4. Couple up metrics to be outcome metrics

“Come join the PALM Club –

People against Lonely Metrics” Avinash Kaushk, Google Evangelist


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.

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

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Technology

From Reporting to Action: How to Understand and Drive Interactive Results