Unlocking digital ROI: A real-world strategy for measuring success
How do you prove the return on investment (ROI) of digital?
This is a challenge many organisations face—especially in sectors where digital value isn’t immediately transactional. In our recent Netcel webinar, From Data to Decisions, Dom Graveson, Director of Strategy, tackled this crucial topic with Stephen Fairweather, Senior Digital Marketing Manager at Charles Russell Speechlys, who shared an insider’s view on how the firm has transformed its digital measurement strategy.
Why Digital Measurement Matters
For CRS, a leading international law firm, digital isn’t just about having a great website—it’s about delivering measurable business impact. “When I first joined, digital investment wasn’t a priority, and there was little understanding of what value our website brought,” Stephen explained. “There was this assumption that the site wasn’t generating inquiries or business. But without data, we had no way to challenge that perception.”
To shift this mindset, Charles Russell Speechlys worked with Netcel to implement a structured approach to measurement, focusing on:
- Defining the right metrics – Moving beyond vanity metrics like visitor numbers to track actual engagement and ROI.
- Building business buy-in – Demonstrating digital value to internal stakeholders, especially lawyers who are data-driven decision-makers.
- Tracking multi-visit journeys – Understanding how long potential clients take to engage and what content drives conversions.
The Power of a North Star Metric
Every organisation needs a guiding digital KPI that aligns leadership, marketing, and product teams. For Charles Russell Speechlys, that meant proving how digital contributes to client acquisition.
“We needed to show that our content played a critical role in the decision-making process,” Stephen shared. “Legal services aren’t an impulse buy. People research for weeks, even months. By tracking multiple visits, we’re proving that digital drives long-term engagement—not just last-click inquiries.”
Bringing Data to Life with a Measurement Maturity Model
Working with Netcel, CRS mapped out a measurement maturity journey—progressing from basic analytics (Google Analytics) to predictive insights (Optimizely Data Platform - ODP). This enabled them to:
- Link website behaviour to business outcomes
- Identify high-value content that nurtures leads
- Refine digital strategy based on real data, not assumptions
“Before, decisions were made based on gut feel. Now, we can show the real impact of content and prove the site’s role in generating high-value business,” said Stephen.
The Real Value of Digital Measurement
Beyond analytics, this transformation changed how CRS’s leadership views digital investment.
“We’ve moved from skepticism to buy-in. Now, when we propose new digital initiatives, we have the data to back them up” Stephen emphasised.
For businesses looking to unlock digital ROI, this webinar is packed with practical strategies and real-world success stories.
Watch the full webinar recording now!
You can also complete your own Digital Measurement Maturity Assessment and start a conversation around driving ROI in your organisation: Start now