Strategic Analytics and Optimisation
For teams already comfortable in GA4 who need to answer the harder question: which marketing actually generates work, and how do we prove it to the partners? This workshop moves reporting away from traffic and towards revenue, and covers what to do when the numbers point somewhere.
It opens with delegates sharing their biggest challenges, exercises to apply knowledge to delegates’ firms and a closing clinic for specific questions.
All digital marketing workshops cover what can and cannot go into a public AI tool, the difference between consumer and enterprise tiers, why client and matter details must not be pasted into a general model, and what a sensible firm level position looks like. Every workshop now recommends tools. Delegates leave with something they can take to their risk or compliance lead.
What you will learn
By the end of this workshop you will be able to:
– Go beyond standard reports to build custom explorations and segments in GA4.
– Connect performance across search, social, email and paid to see what really drives enquiries.
– Apply attribution thinking to the long buying cycles typical of professional services.
– Build the new scoreboard: AI citations, branded search growth, share of voice and influenced conversions, rather than sessions alone.
– Turn analysis into optimisation decisions and a clear test plan.
– Present insight and return on investment in a way that secures partner investment.
What you will take away
– An optimisation framework.
– A dashboard structure you can reuse.
– A one page way of presenting performance to a partner audience.
Tools and platforms covered
– GA4 explorations and, where a firm has the scale for it, BigQuery.
– Data Studio for reporting.
– Peec and Profound for AI citation tracking, which is where the new scoreboard section becomes practical rather than theoretical.
– Closing the loop between marketing and actual instructions using InterAction, Introhive, Nexl or HubSpot, including an honest account of what that requires from the firm before it is possible.
Why PM Forum training?
PM Forum workshops are designed and delivered by qualified and experienced
MBD professionals who:
- – are subject matter experts in strategy, marketing, business development, selling, client relationship management, digital technologies and interpersonal skills who – through ongoing practice – are familiar with the latest developments
- – understand the nature of professional services marketing at large corporate firms and smaller partnerships across law, accountancy, property and consultancy in a variety of client markets
- – have substantial experience working with both senior and junior fee-earners and MBD professionals
- – possess psychology credentials and/or years of experience in learning and development to ensure an optimum learning experience
- – regularly talk to CMOs and management leaders to keep abreast of the emerging needs of their teams
Delegates receive a productive learning experience because:
- – There is a balance between knowledge transfer and active learning through interactive discussion and group exercises (sessions are not recorded to promote openness)
- – Training is experiential – idea sharing, networking and collaboration are encouraged
- – Progressive – sessions are graded for beginner, intermediate and advanced levels
- – Whilst platform-independent, sessions signpost systems and technologies used most often by professional services firms
- – As well as copies of course materials, delegates receive work sheets and supplementary resources with guidance for further learning (including other PM Forum events) and application
- – Course leaders are experienced coaches who understand and promote career development
- – Certificates of completion are issued for use in Continuing Professional Development (CPD)
- – Dialogue can continue after training through members-only LinkedIn communities
- – Participation is restricted to PM Forum members
Book now
Cancellations/Substitutions
Due to the restricted number of places, refundable cancellations are only accepted up to one month prior to the event (a cancellation fee of £25 + VAT will be incurred per person). Substitutions can be made at any time. PMI reserves the right to cancel with no liability beyond refund of fees paid.
Speaker
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Chloe ChristineTBD MarketingChloe is brilliant at delving into the heart of website data, social media data, SEO and pay-per-click data – taking them apart and crunching them to provide clients with richly detailed information on how their various digital presences are performing, and how to improve these. She is also the founder of her own digital marketing agency.
