How Data Analytics Optimizes Digital Marketing Campaigns

Addressing the importance of data analytics for Digital Marketing campaigns for lawyers, Steve Ginsberg of Legal Marketing Arm states, “[A]nalytics is probably the biggest piece of what we do and how we can track and quantify our efforts.”

As Ginsberg explains, data analytics guide law firms to optimize their digital campaigns.

Here, Ginsberg provides an example about keywords that may drive traffic, but not generate actual qualified leads.

Per Ginsberg’s example, the phrase “best truck accident lawyer" could drive more cases, as compared to “car accident lawyer near me.”

As Ginsberg states, “[E]ven if it's a bigger investment, we will reallocate bids and budget based on really what's working, not just [that] it's driving traffic and impressions, or even leads, but qualified leads and new cases.”