John Wanamaker supposedly said "Half the money I spend on advertising is wasted; the trouble is I don't know which half."
In an an effort to figure out "what half is working," attribution was born. Coupled with a transition from traditional, offline ads to digital media, attribution became the holy grail for analyzing advertising spends.
But in their exuberance of solving Wanamaker's riddle, advertisers failed to appreciate the limitations of even the most sophisticated attribution models.
On top of this, the consultants descended with their chants of, "if you can't measure it, you can't manage it." Which turned into, "if you can't measure it, don't do it."
So, in their infinite wisdom, guided by their data-driven gurus, they cut everything that couldn't be justified through attribution.
Even worse, most of them relied on last-touch (last-click) attribution models.
So, if someone saw a TV ad, picked up their phone, and clicked a search ad, "PPC" got all the credit.
Cut the TV budget! It's not working!
If consultant couldn't find conversions from social media?
Stop wasting time on social media!
And on, and on, and on.
On behalf of their competitors, thank you.
Over the years, law firm prospects have sent us reports from just about all of our competitors. Unfortunately, even today, some law firm marketing agencies still mislead their clients via "reporting." One particularly egregious example comes in the form of ranking reports. Which prompted this LinkedIn post. To my surprise, I received a lot of […]
John Wanamaker supposedly said "Half the money I spend on advertising is wasted; the trouble is I don't know which half." In an an effort to figure out "what half is working," attribution was born. Coupled with a transition from traditional, offline ads to digital media, attribution became the holy grail for analyzing advertising spends. But […]
I recently asked ChatGPT, "What are some of the top personal injury law firms in Chicago?? Actually, first I ask "who are some of the top personal injury lawyers in Chicago?" ChatGPT couldn't handle that one, so I modified the prompt. ChatGPT listed five very well-known firms downtown. Can you guess the other four? That's […]
If you're like me, you have some degree of AI, ChatGBT, Bard, exhaustion. Now don't get me wrong, this is stuff is remarkable and is changing, well, a lot. But before you hook up the ChatGPT API to your WordPress API and crank out 10,000 pages, here are a few things to think about. Let's […]
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The following post was written by ChatGPT. ChatGPT, developed by OpenAI, is a state-of-the-art language model that can generate human-like text based on a given prompt or context. This technology has the potential to revolutionize the way that businesses, including law firms, market themselves to potential clients. One way that a law firm could use […]
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And how much time should they spend doing it? I recently had the privilege of chatting with Tyson, Jim, and Conrad for an upcoming episode of The Maximum Lawyer Podcast. If you're not familiar with The Maximum Lawyer community, you should definitely check it out. Jim asked a really great question about who should do […]
