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?
- Professional services-specific: Designed around the realities of marketing and BD in law, accountancy, consultancy, property and wider professional services firms.
- Live and interactive: Workshops include discussion, questions, exercises and practical application rather than passive learning.
- Subject matter expertise: Sessions are led by experienced trainers and practitioners who understand professional services MBD and effective learning design.
- Member-only peer learning: Delegates learn with a relevant peer group, keeping terminology, examples and discussion closely aligned to the sector while building useful peer networks.
- CPD and career development: Training supports continuing professional development, lifelong learning and the progression of MBD professionals.
- Practical resources: Where appropriate, workshops are supported by notes, workbooks, worksheets, templates, checklists, case study analysis, further reading, post-session summaries or resources hosted on the Skills Development Platform.
- Commercial value for firms: Training helps firms develop more capable, confident and commercially aware marketing and BD teams.
- Wider member value: Training sits alongside PM Forum’s broader development ecosystem, including the Skills Development Platform, Knowledge Bank, Mentor Match and member communities.
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.
