By Katie Sweeney
Local law firms seem fairly comfortable with using email marketing to promote their services, but that’s often where it stops, according to the attendees of an event held by the Delaware Valley Law Firm Marketing Group and Manayunk-based Delphic Digital last week at Dechert LLP in the Cira Centre.
Here’s a recap of the event, which aimed to teach local law firms how to use data analytics in marketing, from Katie Sweeney, a freelance writer for Delphic Digital:
Anita Garimella Andrews, who is now Delphic Digital‘s General Manager for analytics and optimization after selling her company Sepiida to Delphic last year, led the session titled “The Law of Analytics: Why Data Matters for Law Firms and Their Clients (and How to Get and Use it!).”
Andrews provided attendees from Dechert, Ballard Spahr and other mid- to large-sized Philadelphia law firms with real-world case studies from her previous experiences leading an email optimization firm and at Delphic Digital. Examples showed law firm marketers how businesses in the tech world and outside have successfully used Google Analytics to learn more about their customers and create more intelligent marketing.
While most attendees reported using email marketing to promote firm services, few employed any data analysis to measure results of the effort. Although many law firm marketing teams use Google Analytics, Andrews helped practitioners move from reporting data to drawing insights for creating marketing value.