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

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eDynamic, Monday, April 21, 2014
1
Measuring
Engagement -
Professional
Services

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1. I don’t know what it is

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2. It isn’t useful

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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

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“All data in aggregate is
crap”
-Avinash Kaushik

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Visitors spend 3 Minutes on our
site
60% leave without going to
another page
We got 60,000 page views last
month

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Really Measuring
Outcomes.

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Your website is a
product.
Users are paying you in what?

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Acquisition Behavior Outcome
Unique
Visitors
Channels
Visitor
Loyalty
Bounce
Rate
What
should they
do?
What
should they
see?

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Data segmentation
is key.

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Start with your business divisions.

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Practice areas in a Law Firm
Sales Teams
Service Offering Teams

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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* Source http://www.kaushik.net

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Contextualized
Position:

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Calculate averages, minimums,
and maximums.

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Compare to:
Time period
Other content

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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

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Degree Vs. Kind:

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Degree: Lots of outcomes, or
little outcomes
Kind: Positive or Negative

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To really arrive at “kind” a survey
is needed.

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1. What do you want
your website to do?
2. Segment those
things
3. Contextualize them

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