Andy Cullwick, head of marketing at First4Lawyers
Law firms must speculate to accumulate, but they must also evaluate their marketing successes if they want to emulate them—and data is a key
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
This quote from marketing pioneer John Wanamaker in the late 19th century is remarkably still true of many businesses today.
Despite the wealth of data and analytical tools at our fingertips, marketing decisions are often made—and campaigns repeated—without first measuring the success of previous activity.
The legal sector is a good example. Research for our 2020 whitepaper, ‘Choosing a Lawyer: What Drives Consumers’, found that half of law firms don’t look at the previous quarter or even year when allocating marketing spend, basing it on gut instinct or anecdotes instead.
As a marketing collective, First4Lawyers is accountable to our panel firms that trust us to make the right decisions for them so it’s a no-brainer for us and should be for others, too.
Peak performance
Just as elite athletes analyse their previous performances in order to try and do better in future, any good marketer should do the same.