We’ve all heard about “big data” and the benefits it can bring to society. But, how can law firms benefit from this in a way that builds not just their business but also their reputation in local and regional markets?

Marketing Expert and Founder of DataPico, John Oliver Coffey has built a platform to put the power of big data in the hands of law firms and marketers. Having spent over a decade in SEO he felt there was a need for clients to diversify their digital marketing from an over-dependence on search engines; anyone who has observed how organic search results are slowly disappearing from Google, or seen pay-per-click costs skyrocket will attest to this!

DataPico builds interactive data visualizations and tools on topics that matter to anyone that lives in urban areas:

  • Traffic accidents
  • Crime
  • Air quality
  • Doctor finder
  • Emergency services proximity
  • Sentiment analysis on important topics
  • School performance
  • … and more.

Using data from public sources as well as social media, this work is sponsored by law firms and provided to local media for free, and law firms get a credit and link to their website from each visualization published by the media in their websites and social networks. In other words, this means that Law firms get massive exposure, web traffic and brand recognition in their local markets.



This work has resonated strongly with newspapers in particular who see the value of this ‘data journalism’ and appreciate the willingness of law firms to sponsor this innovative work. In one case study, a law firm client of DataPico was interviewed on local TV, attracted hundreds of links and coverage in social media, and increases in website traffic and leads soon followed.

This is true marketing for the digital age that is innovative, difficult to replicate, generates new channels for leads as well as goodwill by providing a public resource for the local community. The DataPico platform team is guided by a media advisors who have worked at some of the most prestigious publications in the world including the New York Times, Newsweek, Guardian (UK), and National Geographic.


The underlying platform has taken a dedicated team two years and hundreds of thousands of dollars in development costs. DataPico is offered as a flat fee for 12-month license and exclusivity in each city during that period, as well as first right of refusal to renew annually.

In summary:

Like personal finance, it is always best to diversify risk. And right now there is over reliance on business generated through organic and paid ads that are increasingly expensive. DataPico is a smart way to stand out from the crowd using a sustainable and innovative strategy that has excellent and proven ROI. DataPico is brought to you by NetMidas, a respected digital agency since 2005.

To learn more about DataPico and how it can benefit your marketing strategy and business visit https://datapico.com


Chelsey Lambert

Chelsey Lambert

Chelsey Lambert is a Legal Technology Specialist, published Author and CLE Speaker. As a former Practice Management Advisor for the Chicago Bar Association, and Vice President of Marketing for a leading case management provider she has seen our industry from many angles. Today, she works with vendors to bring their products or emerging technologies into the marketplace. And, teaches legal technology courses to lawyers all over the country sharing different ways technology can benefit their law firm. As Founder of Lex Tech Review and Lex Tech Media Group she welcomes the opportunity to chat!