2017 Winners: Technology Management - Software and Platforms
ALLEN MATKINS LECK GAMBLE MALLORY & NATSIS LLP
Using Data Visualization to Improve Business Development Processes
The approach Allen Matkins has taken is unique among law firm marketing departments, has had a larger ROI and impact than other projects and has had lasting impact by making our department and our firm more data driven. Allen Matkins has been able to harness the firm's data and turn it into actionable information. They now regularly turn information sets into easily digestible interactive screens, so attorneys and personnel can explore the information to derive their own insights.
They did significant research in to data visualization science and data visualization products. What is key to these solutions if that they are interactive. By having interactive data, attorneys and staff engage with and explore the data to get new insights that static presentations cannot provide.
With the wealth of data that Allen Matkins can now collect on clients and prospects, they need new tools to understand the patterns and relationships in our increasingly information-based businesses. Data visualization (sometimes called DataViz) is the art and science of displaying (often) large amounts of information to enable the viewer to gain insights that would not otherwise be apparent through numerical displays and spreadsheets. Data visualization takes advantage of human visual perception and cognition. Allen Matkins sought to apply DataViz to several marketing and business development programs to improve insights, communicate more effectively and change behavior through the availability of information. Allen Matkins applied data visualization in three areas:
- Understanding and improving email marketing performance
- Understanding and communicating the deep structure of client relationships
- Tracking and improving attorney interaction with clients through real-time dashboards as part of a firm-wide contest called the "Client Outreach Derby."
The marketing and client services department developed interactive visualizations in-house for each of these activities. Our hypothesis was that we could use data visualization to better understand the business processes, better communicate information to others at the firm and positively impact behavior to improve our business based on the display of information. The data visualizations met these criteria. The email marketing visualizations have become an important tool in working with practices on the performance of their email alerts. The client relationship visualization is used in building client teams and understanding how to nurture relationships with key clients, and the dashboards for the client outreach derby helped foster competition resulting in 85 percent attorney participation and 1,282 individual client-focused activities.
The firm now has clear, data-based information to provide attorneys on the impact of writing good headlines and adhering to the marketing team's "best practices" for writing alerts. The visualization has reduced attorney push back for rewriting alerts. The most recent alerts perform 2-3 times better than alerts that were produced two years earlier.
The client relationship visualization has become an important tool used by management to understand which attorneys interact with clients regularly through email. It is one of several tools that is used in evaluating attorney performance and identifying key client personnel when looking at client teams and other client service analyses.
The dashboards helped foster competition resulting in: 85 percent attorney participation; 1,282 individual client-focused activities; 8.46 activities/attorney; 5 new client engagements in first 8 weeks (and many more in process).
The approach Allen Matkins marketing and client services department took is unique among law firm marketing departments, has had a larger ROI and impact than other projects and has had lasting impact by making the department and the firm more data driven. The firm has been able to harness the its data and turn it into actionable information. The firm now regularly turns information sets into easily digestible interactive screens, so attorneys and personnel can explore the information to derive their own insights.