Demonstrating and Evaluating Marketing ROI 

Measure twice, cut once

Sharpening the saw: planning to measure and measuring to plan

Carpenters value the materials they work with. Once a cut is made, there’s no turning back. So, they take an extra moment before dropping the saw to ensure their resources are maximized.

Same goes for flipping the switch on a campaign or engaging in a significant marketing spend.

So, how do you show you’re using firm resources responsibly, making sound improvements over time and not running amok with the saw?

Come and join this session on marketing metrics with Susan Van Dyke. You will learn how to track your success, leverage from trends using simple analysis methods,

show your partners what’s working (and not working) and elevate your contribution to firm and practice group strategic planning with data that they may have never seen before

About the Speaker

Susan Van Dyke | Van Dyke Marketing & Communications

Susan’s experience in marketing and communications began more than 20 years ago and has focused on the demanding legal services field since 1995.

She is a founding member of the Legal Marketing Association’s Vancouver Chapter and served two terms as president (2008 and 2009). As Chapter president, she and a colleague helped develop wide-spread, positive changes to the marketing rules of the Law Society of British Columbia. In 2010 she was the only Canadian elected to serve on its international board.

For almost a decade, running her own business, she has consulted to professional services firms of all sizes. Now, Susan and her team work with managing partners, lawyers and marketing professionals on a variety of marketing and communications projects. Clients trust Van Dyke Marketing with developing or advancing the effectiveness of their strategic marketing plan and following through on implementation.  

Susan was the senior marketing professional with three law firms, including the Vancouver office of a national law firm. She speaks on marketing and communications issues, trains lawyers and staff and has been featured in local and national business publications.

She is a columnist for the Canadian Bar Association’s online resource, PracticeLink, the award-winning blog, Slaw.ca, and is regularly interviewed on legal management subjects.

She can be reached at susan@vandyke.ca, 604-876-7769 or at www.vandykemarketing.com.

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