Welcome to our “Best of” Series. As part of our commitment to trusting in collaboration, thinking forward and going for the extra-ordinary, we’re always circulating ideas, discussing the latest trends and experimenting with new tools and technologies. And now, we’d like to share the fun with you! Follow this monthly series to stay up-to-date with the articles, design trends and interactive tools that we love… and you should know about.

Here’s a roundup of our favorite links for June:


Digitizing the Consumer Decision Journey

This article explains how to create – and why you should create – digital strategies for each stage in the consumer decision journey.

“…two-third of the decisions consumers make are informed by the quality of their experiences along their journey…”                 

- Edwin van Bommel, David Edelman & Kelly Ungerman, McKinsey & Company

Why Responsive Design is the Cornerstone to any Mobile Strategy

Google says it’s best for SEO, it’s easier for content creators to manage and it creates a more seamless experience as visitors move from device to device.

“We highly recommend you choose responsive web design, and we’ve got the proof to back it up.”

- George Glover, Social Garden

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During this session, Kalev Peekna and Jessica DeJong explore interactive storytelling – one of the hottest new techniques used in digital marketing. They share a brief history of how storytelling connects people, why it’s so powerful for relationship marketing and why digital offers exciting and unique opportunities for sharing your stories. Their examples explore how firms can combine different media to create an immersive experience for clients and build stronger relationships.



Meet Our Speakers:

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 The Art of the LinkedIn Status Update | One North Interactive | Latitude 41 Blog:

These days, to be successful at content marketing, you’ve got to be just as good at getting your content in the right hands as you are at actually creating it. It’s like that saying – “If a tree falls and nobody hears it, does it really make a sound?” In this case, if you spend a lot of time, effort and resources to produce great content, how much does it matter if nobody is reading it?

Channels like LinkedIn, Twitter, Slideshare and Youtube can be great vehicles to help you create buzz around the thought leadership you produce and get the most out of your investment. For One North, LinkedIn has proved to be a useful tool that helps us not only make connections and build relationships, but also extend the reach of our content.

Recently, I had the chance to sit in on a LinkedIn Content Marketing Best Practices webinar presented by Jaime Pham, one of LinkedIn’s Content Marketing Consultants. Jaime shared some great ways to boost the visibility and engagement of your LinkedIn updates. Here are some of my favorites:

  • More than 50% of sponsored update engagement comes from mobile devices. I know you’ve probably heard so much about mobile in the last couple years that this may fall on deaf ears. I know, and I get it. But 50%? Hearing this stat was like getting a knock on the head similar to those V8 commercials, only instead of hearing “shoulda had a V8,” it was like Jaime was saying, “shoulda thought about your mobile users.” Moving forward, I know how important it is to consider every touch point my audiences might have with One North and optimize them all for multiple devices – not just their website experience.

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I’m currently attending the CONFAB conference in Minneapolis, Minnesota. CONFAB describes itself as follows, “Confab: The Content Strategy Conference brings together professionals everywhere who realize the value of content. User experience. Marketing. IT. Business management. This is one big party for content-loving folks who value smart thinking, voracious learning, and constant improvement in the workplace and beyond.”

I’ve still got one day of sessions left, but I want to share some of the biggest takeaways:

  • This entire conference is about Content Strategy!
    There are people here from every type of organization imaginable. This just reinforces what I already knew: Every single type and size of business is thinking about, and in many cases trying to figure out, Content Strategy…and all the things that term encompasses. Which leads me to my next takeaway.

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Edwards Wildman and Foley & Lardner Websites
Earn Silver Awards of Distinction

CHICAGO, May 7, 2014One North Interactive, a digital agency that creates interactive experiences for some of the world’s largest professional services organizations, is celebrating two client websites that were recognized with 2014 Communicator Awards.

Edwards Wildman, a law firm with 16 offices in the US, Europe and Asia, earned a Silver Award of Distinction for its website redesigned and engineered by One North. The new site accentuates the Edwards Wildman brand and identity and further demonstrates its global reach and expertise.

Foley & Lardner, a firm with more than 900 attorneys in 21 offices, received a Silver Award of Distinction for the firm’s Careers site. One North collaborated with Foley to include many cutting edge and user-driven features and functions in the site.

The Academy of Interactive and Visual Arts’ Communicator Awards honors creative excellence for communications professionals and received more than 6,000 entries from around the world. The Award of Distinction is presented for projects that exceed industry standards in quality and achievement. A complete list of award winners can be found here.

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In order to fully understand the success of your digital marketing efforts, you need the complete picture. In this post, we will review a key component to capturing information you may be missing, how to implement that process in your organization and provide some guidance on how to add some serious value when you are armed with a more complete data set.

This is the third installment in a series on web analytics for B2B websites. If you’re just joining us, we began by reviewing the importance of identifying KPIs and MCs for your site, and then how to track those interactions with Events.

Once you have started collecting data on your desired outcomes for the website (KPIs and MCs), you are still missing an important piece of the puzzle: a complete picture of your Acquisition Strategy, or in layman’s terms, “how people are getting to your website.”

Most web analytics tools provide a very basic overview of how people are coming to your website, which probably looks something like this:


The three standard metrics included out of the box are usually Direct Traffic, traffic from Referral Websites, and traffic from Search Engines. Understanding them is important, but they make up only half of what you’ll need to fully measure the success of your website and other digital efforts.

The missing sources are Email Marketing, Social Media and Offline Marketing (e.g. a print ad directing people to your website). Once you add data from these sources to the standard three, you will have a complete picture of how people are getting to your site – and more importantly, you’ll have the ability to determine which channels are delivering towards your desired outcomes!

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Website technology has evolved so fast that tracking meaningful interactions can be difficult: white paper downloads, form submissions and even watching informational videos can all be seen as KPIs and/or MCs, but are often impossible to track with the “out-of-the-box” functionality of most web analytics tools. If you want to track these critical data points, you need to customize your tracking code – a seemingly daunting task.

This is the second post in my series on web analytics for B2B websites, and builds on a previous post on the importance of establishing Key Performance Indicators (KPIs) and Micro Conversions (MCs) to make meaningful improvements to your site. Today we’ll look at how to track those interactions within a web analytics tool with Event Tracking.

If the thought of tracking KPIs and MCs sounds overwhelming, rest assured – all hope is not lost. In many cases, all you need to do is to begin tracking Events.

From a strictly technical standpoint, Events are ways visitors interact with your website without going to another HTML page on your site. For example, watching a video or clicking a link to another website are both instances of events: someone clicked something, and something happened that didn’t involve loading a new page. Setting up all your KPIs as Events can be incredibly useful when it’s time to report your analytical findings to leadership.

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Eight of us from One North traveled to Orlando the first week of April for the 2014 Legal Marketing Association Annual Conference. There’s something really special about this event that comes when you bring 1,200 like-minded professionals together. It consistently delivers some of the most valuable, information-packed, fun-filled days of the year.

The legal marketing industry is a closely intertwined and interconnected group, and many of these individuals have known each other and worked together – sometimes in different roles at different firms – for years. With a common denominator in terms of professional interests and more often than not, personality, this community has forged some tight, enduring bonds of friendship.

But it’s more than friendships. It’s relationships. We’re all in the relationship-selling business, and this event has a way of bringing the meaning, and the power, of relationships to life. Together, we share ideas, information and insights designed to collectively advance the industry. We understand each other’s needs. We build a rapport through our shared experiences, and we create trust through transparency and authenticity. Our bonds are genuine and honest. We forge working partnerships with one another, and we turn to each other for support, feedback and inspiration.

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Next week we’ll be joined by Steve Hennigs of Siteimprove for a #1NWebinar on the 3 essential skills and activities you need in order to successfully analyze your website. Because a session on analytics could go on for hours if we let it – don’t worry, we won’t – Steve will spend the next week breaking down some of the basics for us here on the Latitude41 blog. Follow the series for a deeper look into how you can identify Key Performance Indicators (KPIs) and Micro Conversions (MCs) for your site, how to track those interactions with events and how to incorporate campaign tracking into your website measuring process. To register for Steve’s webinar, visit

As with any good analytics framework, there are some key things you can do to begin making meaningful changes to your websites based on data.

To get started, there are five key things that every web team should do:

  1. Identify Key Performance Indicators (KPIs) and Micro Conversions (MCs)
  2. Utilize Events in order to track KPIs and MCs
  3. Make Campaign Tracking part of their outbound marketing process
  4. Use Segmentation
  5. Generate reports in which action is recommended based on the data and set goals

Over the next week, I would like to dive into the first three topics in a bit more detail in order to provide more practical advice for making this work for you. Also, be sure to check out the Siteimprove Web Governance Blog over the next couple weeks for posts on the final two topics.

For these posts, I will use Business to Business (B2B) law firms as examples, but the concepts apply to all B2B organizations. Let’s start with the most important of all the steps: identify KPIs, MCs, and setting targets.

KPIs are metrics that help determine how your website is performing toward your organization’s business objectives. Continue Reading…

Hawks On The Horizon2

As a high school student, I knew I wanted to do something with computers, but I never had an outlet for my interest. I was fortunate enough to learn that my school was involved in the FIRST Robotics Competition, a program which encourages mentors to work side-by-side with students and teach them important skills. Being in the program not only added to my interest in computers, but it also enabled me to go beyond technology and develop crucial soft skills. Ever since, I’ve had the “FIRST Fever” and now mentor a rookie Chicago team based out of Horizon Science Academy at McKinley Park. Here’s a brief overview of our team, Hawks On The Horizon, and how our year has gone thus far, written collaboratively by me and a student on the team, Sergio Ortega:

FIRST (For Inspiration and Recognition of Science and Technology) is a youth organization that hosts competitions to inspire students to become science and technology leaders. Teams build a robot in a matter of six weeks using engineering skills they develop during the season. This year’s challenge in FRC (FIRST Robotics Competition), the high school-aged FIRST program, was to pass a 2-foot wide ball to two other robots (alliance partners) and eventually shoot it in a goal 7-feet high. However, through our experience, we learned FIRST is much more than the robot we build.

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