Addleshaw Goddard ditches Google Analytics for BI from Trovus

The law firm is using the tool to formulate new marketing strategies

Leading London-based law firm Addleshaw Goddard (AG) has opted to use Trovus web intelligence over Google Analytics to monitor traffic on its web site.

It hopes that a better understanding of web site traffic and trends will help it form more effective marketing strategies.

"We selected Trovus when we were looking to upgrade our web site. This potential investment prompted questions around; how do we know what content is valuable? How do we know what is being used? How do you structure a new site without insight into how the old one is being used currently?" said Lance Sapsford, business development director at Addleshaw Goddard.

"Using Trovus is about making decisions based on an in-depth understanding of what is happening currently," he added.

AG has since decided to delay building a new web site, but Sapsford still believes that the data provided by Trovus will be useful in the future.

"We are still able to look very closely at all the traffic on our current site and will now be able to plan what we do next carefully, in terms of our next iteration to the web site," said Sapsford.

Sapsford explained to Computing that AG had previously been using Google Analytics, but he said that in terms of power "there was just no comparison".

AG has created a number of dashboards with Trovus, where it will be able to segment the marketplace as it needs, and monitor specific businesses that visit the web site. It expects that this information will better help it establish a marketing plan.

"This allows us to analyse the traffic according to whatever parameters we want," said Sapsford.

"For example, if we spot something, say a change in legislation, we can look at whether or not that is being searched for on our web site by specific clients. If it is upward trending then we might decide to do some marketing activity around that," he added.

"It also allows us to drive the sort of content we might want to place on the site. Instead of putting your finger in the air and guessing at what people are interested in, we can actually prove that by looking at what lawyers in the industry are searching for."