In a year in which little has gone to plan, it's been more important than ever to find meaning within a shifting technology landscape and focus on how customers are interacting with our legaltech products.
One of the key trends emerging in the area of data analytics is that data is perceived more as a company asset that can become a significant value-add in how a company operates, delivers and aligns with customer needs. Companies are increasingly taking back control of the ownership and management of their own data rather than relying on third parties to provide insights. This is certainly the case for CCAS, were delivering products our customers enjoy using and trust to deliver legal expertise is our driving force.
Making Data-Driven Decisions
With that in mind, CCAS has collaborated with Clifford Chance's in-house Legal Technology Solutions team to implement Google Analytics to monitor Cross-Border Publisher, CCAS' multi-jurisdictional publishing product.
The purpose of the project was to implement an easy-to-use and cost-effective system using in-house resources to check in on a number of key user metrics. In a data-driven online landscape, defining and limiting the metrics to track can be difficult but, for phase one of CCAS' analytics journey, these include using Google Analytics to track (i) how many users are logging in to a given topic, (ii) how long they spend there, (iii) which jurisdictions are most popular (and most often compared with one or more other jurisdictions), (iv) which questions within a topic are most appealing and (v) the geographical location of users.
Starting with small wins on the metrics that really matter to us, and building on this iteratively is all part of the CCAS approach. “Don’t build metrics that aren’t going to be part of your day-to-day operations or don’t have potential to be incorporated as such," says John Egan, Head of Growth at Pinterest. "Building reports that no one looks at is just activity without accomplishment, and is a waste of time.”
First impressions count
The information generated by the analytics tool gives CCAS cumulative insights on which to base decisions for the next iteration of our product. If the bounce rate for a topic or question is high, it could indicate that users didn’t find the information they were looking for or that the introduction was not compelling enough. This gives us an opportunity to change the content, design and usefulness of information to ensure users return to a topic repeatedly.
Similarly, if a specific area within a topic exceeds expectations – for example, an analysis of the risks involved in cross-border data transfers in light of recent CJEU case law – we can pivot to focus on this area and expand the content to meet demand.
Using Google Analytics for segmentation also allows us to target individual user bases, for example by geographical location, with specific in-demand content and even gives us a glimpse into the minutiae of how compatible we are with our users, down to details such as which browsers our customers are using. We can optimise products accordingly, enhancing the user experience bit by bit every time, and determine the content and product features to prioritise for the next launch or product update.
Most importantly, as we refine our system for monitoring and reporting on this data, we can reflect the results and implications of these usage statistics back to clients, building an ongoing relationship of collaboration and information sharing that makes CCAS products stick.
Without the right tools or materials, a builder can’t properly construct a house, and without the right data and market insights, a company cannot make the best decisions.