Background:

LeClair Ryan, a national law firm with approximately 300 attorneys launched a new website in late 2008. The site was designed to provide information on the practice areas, attorneys and locations. For the first 6 months of 2009, the firm collected web traffic data from visitors coming to the site.

Problem:

The firm wanted to understand the effectiveness of the current site layout and ability to reach its target markets.

Solution & Results:

Through an analysis of 6 months of web logs, Addison Clark Online identified key marketing insights based on consumer traffic patterns. By creating a custom segmentation system and custom analytic consolidation tools, ACO was able to identify insights and analyze customer segments LeClair was not currently targeting. In addition, Addison Clark Online created repeatable processes and trained the marketing staff to perform future analysis.