Digital Analytics Foundation
Most marketing teams in professional services have GA4 and very little confidence in it. This workshop gets you to the point where you can open your own analytics, find the numbers that matter and know which ones to ignore. It is the practical grounding that makes every other reporting conversation in your firm easier, including the ones with partners. All sessions open with delegates sharing their biggest challenges, exercises to apply knowledge to delegates’ firms and a closing clinic for specific questions.
All digital marketing sessions 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 session now recommends tools that make this easy to get wrong, so it belongs in all of them. 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:
– Navigate GA4 with confidence and know where your most important numbers live.
– Understand the metrics that actually matter for a professional services firm, and ignore the vanity ones.
– Read your acquisition, engagement and conversion data without misreading it.
– Spot data quality red flags such as bot traffic, tracking gaps and inflated direct traffic.
– See which enquiries came from where, and understand why some of that link is broken by default.
– Build a simple, repeatable monthly report that partners will actually read.
What you will take away:
– A monthly report template.
– A checklist of the conversions worth tracking for a professional services firm.
– A short data quality checklist for spotting when the numbers cannot be trusted.
Tools and platforms covered:
Google Analytics 4 and Search Console as the core.
Data Studio for reporting.
A practical look at how enquiries reach the CRMs common in this sector, including InterAction, Introhive, Nexl and HubSpot, and what that means for what you can report on.
On the AI side, using ChatGPT, Claude or Gemini to write the regex and build the explorations that usually stop people, and to draft report commentary, plus how to segment AI assistant referrals in GA4, which is free and most firms are not yet doing.
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
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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.
Eligibility
This training course is open solely to member firms of the PM Forum, a worldwide group of over 3,000 marketers in professional services firms.
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.
