Thoughts and news from the LMA-MN – Midwest Region – Minnesota Local Group

LMA-MN December Program Materials

Thanks to Peter Ozolin and John Hellerman for December’s great program, How Analytics Drive Successful Business Development. Program handouts are available here.

Register for LMA-MN’s December Program ROI Analytics from A-Z

ROI Analytics From A-Z

When: Wednesday December 11, 2013 from 11:45 AM to 1:00 PM CST

Where: Leonard, Street and Deinard 150 South Fifth Street Suite 2300 Minneapolis, MN 55402

Register now!

There was a time not long ago that CMOs allocated their resources based largely on a hunch. Faced with an idea for a new business-development campaign, a CMO’s response might be: “I’m not sure if it’ll work, but let’s give it a shot.” That wasn’t poor job performance; it was the way of life in marketing.   Until recently, after all, hunches and industry lore were all we had to go on. The tools necessary to measure the results of a campaign were much too costly to implement. Today, however, not only do such tools exist, they are relatively inexpensive if not free. From Google Analytics to Klout to much more advanced services that measure results of legal marketing efforts, the long-absent tools are right within our reach. Sophisticated analytical tools offer the potential for business development professionals to do their jobs better, and to measure their effectiveness more precisely, but they also raise a significant question: what exactly do we do with them? This program will inform the audience on how they can move from marketing strategies based on industry anecdotes to those based on analytics.

Topics covered will include:

  • The universe of analytical tools available, and which work best for legal marketers.
  • How analytics provides solutions for current marketing challenges, sifting and prioritizing information.
  • How CMOs and other marketing leaders can restructure their activities and departments around the lessons they receive from analytical information.
  • How to create an ongoing process within a legal marketing department to monitor analytical information.
  • How the use of analytics can help in the budgeting process.
  • Which business development activities are most susceptible to analytical measurement.
  • The limits of analytics, and when you should go with your gut.

Today, a wealth of information is available to every firm on the effectiveness of their own activities. This panel will instruct attendees on the smartest way to use that data, and what it says about the where their marketing campaigns should go in the future.

Active participation and discussion is encouraged for this program. If there is a topic you would like to discuss or a question you would like to ask, please feel free to email them in advance to Kristen Wilcox at kristen.wilcox10@gmail.com.


John Hellerman is the co-founder of Hellerman Baretz Communications, an award-winning communications agency specializing in thought leadership and branded content development, reputation management, and revenue growth for the world’s leading law, consulting, healthcare, and financial services firms. Recently John was named “Agency Executive of the Year” by PR News. He has also been called a “PR whiz” and “top media relations pro” by both Law Practice Management and PRWeek magazines. John helps his clients own their markets by providing new ideas and superior strategic advice.

Peter Ozolin is Co-Founder, CEO and Chairman of Manzama. He is currently responsible for leading the company’s strategy and vision. After graduating from Willamette University’s Joint MBA/JD Program, he founded Legal Anywhere in 1997, the leading provider of extranet solutions for the legal profession. Niku Corporation acquired Legal Anywhere in 2000, Peter served as Vice President and General Manager for the Legal Profession. He went on to serve as Chief Knowledge & Technology Officer at Paul Hastings Janofsky & Walker, and Vice President of the Practice Management Segment at Thomson Reuters. Before launching Manzama, Ozolin was CEO of Remote Technologies, a SaaS Point-of-Sales system for quick service restaurants. He has published numerous articles in periodicals such as Law Technology Product News, National Law Journal, Corporate Legal Times and ILTA’s Peer to Peer, and has presented at nationwide conferences and tradeshows.

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