Even the biggest firms can have trouble retaining and growing revenue from clients. That was the issue facing DLA Piper in 2014. Out of 20 clients that the firm had placed in its key partner program, 18 had revenue to the firm stay flat or decrease over the previous year. And in the firm’s marketing department, many were at a loss why this decrease was happening, let alone how to reverse it.

The answer they found was in analytics—but not just in looking at the numbers, but rather forming a data action plan focusing on specific (and perhaps unexpected) metrics that the firm found influenced retention rates more than others.

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