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Industries · Legal Services · Personal injury · Family · Estate · Immigration · Mass tort

Legal services, from the households researching a lawyer this week to an intake engine the firm runs on.

A family-law practice wants the households in its county researching divorce attorneys this week. A national personal-injury firm wants every lead, case and referral resolved to one person across offices and measured against TV, CTV and mail. Household, life-stage and daily intent fields on 240M adults serve both, with the bar rules in view at every rung.

Book a free demo Start at rung one

Audiences are built on open research intent and household fields; your bar's advertising and solicitation rules decide what you may send and when.

  • Daily intent on every practice area's keywords, from personal injury lawyer near me to estate planning, immigration, bankruptcy and the competing firms by name.
  • Household, life-stage, homeowner and modeled income fields that separate an estate-planning prospect from a bankruptcy one.
  • Every phone with a do-not-call flag and every email validated, so intake only works what it may contact.
Ad Audiences · Estate planning in-market · 2 counties · 7,920 households
SegmentAge 55+HomeownerModeled net worth: upper bandsWithin 2 counties
SignalsEstate planning attorneyLiving trustVisited a competing firm's site
ExcludedCurrent and past clients · 1,840
PushedMeta · 59% matchedGoogle · 53%Direct Mail · 2,000
Push to MetaMail the top 2,000Send to the CRM
240M+US adults in the graph
120Mbusinesses, with the people in them
2Tintent signals read a day
400+attributes on a person

What the graph holds for legal

The fields that match a practice area to a household.

Four of the sixteen bundles, picked for this industry. See everything in the graph →

Intent & linkagesWhat they research, and how the keys joinDaily scores on practice-area keywords and competing firms, joined to the household, so an audience is people researching the problem you solve this week.Open this table in the data dictionary → Household & propertyAbout 250 fields on where they liveHomeowner status, home value, household composition, life stage and county for estate, family, real-estate and bankruptcy practices.Open this table in the data dictionary → FinanceModeled, not a credit reportModeled income and net worth bands to size estate-planning and business-law audiences; never a basis for any decision about a person.Open this table in the data dictionary → Business person & company120M businesses, and the people in themOwners, general counsel and HR leaders at companies in your market, for employment, corporate and immigration practices.Open this table in the data dictionary →

The ladder · simplest to largest

Five rungs, from one county's audience to the national firm's warehouse.

Legal marketing is governed by the bar before it is governed by the budget, so each rung names what the data does and leaves the rules to your ethics counsel. Most firms live on rungs one to three; national firms and mass-tort practices reach five.

Rung 1 · Day one

A solo practice, a small firm, a single practice area

See who read the practice-area pages, and pull this week's in-market households.

The Website ID tag shows, by the next morning, the households that read your practice-area pages, with their fields. Pull one US Consumer Data segment: households in your county researching your practice area this week, with the household fields that fit it. Mail them under your bar's rules.

  1. Install the Website ID tag on the public site.
  2. Read the first week: which practice areas draw which neighborhoods and life stages.
  3. Pull one US Consumer Data segment per practice area: county, this week's research, household fit.
Website IDUS Consumer Data
Rung 2 · First month

A firm with a media budget, a multi-office practice, a legal marketing agency

Advertise to the in-market households, keep clients out of it, and mail the ones who respond by post.

Ad Audiences turns the segment into hashed audiences on Meta, Google, YouTube and CTV, refreshed weekly as intent moves. Smart Exclusion keeps current and past clients out of acquisition spend. Direct Mail puts the practice's letter or seminar invitation in the home within a week, matched back to intake by address, with timing set by your bar's solicitation rules.

  1. Build audiences in Ad Audiences per practice area and market; match rate per platform shows first.
  2. Load clients into Smart Exclusion; excluded everywhere, refreshed as matters close.
  3. Mail through Direct Mail on the schedule your rules allow; match back by address.
Ad AudiencesSmart ExclusionDirect Mail
Rung 3 · First quarter

A firm with an intake team, a CRM (Clio Grow, Lawmatics, HubSpot, GoHighLevel) and a call center

Enrich every lead, and watch past leads for the week they look again.

Enrich appends household, life-stage and finance fields to every lead and client record, written back through Integrations, so intake sees the whole picture before the first call. Pulse watches unsigned leads and past clients for the week they research a practice area again, and routes the alert to intake.

  1. Enrich leads and clients with Enrich; the match rate shows first.
  2. Put unsigned leads and past clients on Pulse; weekly, who is researching what.
  3. Route through Integrations to intake; score by practice-area fit and intent heat.
EnrichPulseB2B Data
Rung 4 · First year

A regional or national firm with an analyst, or a mass-tort practice

Model who signs, score the market, and feed the competitors' prospects.

Join enriched lead fields and identified Website ID visitors to signed cases and case value, fit a sign-and-value model per practice area, and score prospects and visitors daily by API. Seed Ad Audiences with the top decile; scope a Custom Intent Feeds feed on your practice areas, your firm, the competing firms and, for mass tort, the product or event by name.

  1. Train per practice area: household fields, life stage, topic recency and page depth carry most of the signal.
  2. Score daily by API or through the MCP server; refresh audiences, mail and suppression together.
  3. Build the Custom Intent Feeds feed to a written scope: practice areas, firm name, competitors, mass-tort terms, markets.
Custom Intent FeedsEnrichWebsite IDAd Audiences
Rung 5 · At scale

A national firm, a legal marketing network, a lead-generation company

License the graph into the warehouse and run every office, channel and referral on one key.

Enterprise delivers the graph on a schedule to the warehouse, resolves leads, cases and referral partners to one person across offices, runs matching with media partners in the Clean Room, and streams audiences to The Trade Desk integration for CTV. TV, CTV, mail and digital are measured on the same person key. A proof of concept on your lead file comes first.

  1. Proof of concept: the lead file against the graph, match rate and coverage reported.
  2. Scheduled warehouse delivery; one person key across offices and channels.
  3. Clean-room measurement of TV, CTV and mail; feeds by API into intake.
EnterpriseCustom Intent FeedsAd AudiencesSmart Exclusion

What legal teams use it for

What firms and legal marketers run on the graph.

Practice-area in-market audiences

Households researching your practice area this week in your markets, hashed to Meta, Google, YouTube and CTV.

Ad AudiencesUS Consumer Data

Estate-planning seminars

Homeowners over 55 in upper net-worth bands researching trusts and wills, in the mail with an invitation.

US Consumer DataDirect Mail

Client suppression

Current and past clients excluded from acquisition spend.

Smart Exclusion

Who read the practice pages

Households on the site last night with their fields, routed to intake.

Website ID

Intake enrichment

Leads filled with household, life-stage and finance fields before the first call.

Enrich

Unsigned-lead recovery

Leads that went quiet and are researching again this week.

Pulse

Cross-practice outreach

Past clients researching another practice area you offer.

PulseEnrich

Employment and corporate practices

HR leaders, general counsel and owners at companies in your market, phones validated.

B2B DataChrome extension

Mass-tort feeds

Households researching the product or event by name, delivered daily by API into intake.

Custom Intent Feeds

Legal marketing agencies

Every product under your brand, one sub-account per firm.

Agency DaaS

Use it right

The bar's rules first, then the data's.

What applies when the buyer is a law firm. Your ethics counsel decides; this is how the data behaves.

  • Advertising and solicitation rules. State bars regulate lawyer advertising and written solicitation, including waiting periods after an accident and required disclaimers. The data finds households; your rules decide what they may receive and when.
  • Calling and texting. Every phone carries a do-not-call flag and a line type. Live solicitation calls are restricted by most bars; TCPA consent for texts is yours to obtain.
  • No sensitive inference. Audiences are built on open research intent and household fields. The graph never infers a legal matter, a health condition or a protected characteristic.
  • Your client data. Client files used for suppression or enrichment are hashed and matched; privilege and confidentiality stay with you.
  • Opt-outs honored. People who opt out through datamoon.com are removed from every product and from pulled records on the next refresh.

Questions

Questions a firm's marketing director asks first.

Is this compliant with our bar's rules?

The data is marketing data; it finds households researching a practice area and describes them. Whether and when you may mail, call or advertise to them is set by your state bar, and your ethics counsel signs off on the practice.

Can intent be scoped to a mass-tort product or event?

Yes. A Custom Intent Feed is built to a written scope: the product or event terms, the injury terms, your markets. It is live within days and delivered by API into intake.

Can we keep past clients out of our ads?

Yes. Load the client file into Smart Exclusion, hashed. Each client expands to every identifier the graph knows and is excluded on every platform and from every mail drop.

Does the pixel work with our intake forms?

The tag identifies visitors on the public pages; intake forms keep working as they do. Households that read the practice pages but never filled a form show the next morning.

What does an enterprise engagement look like?

A proof of concept on your lead file, then scheduled delivery of the graph into the warehouse, identity resolution across offices, clean-room measurement of TV, CTV and mail, and feeds by API into intake, on an annual contract.

Other industries

The same graph, a different ladder.

InsuranceFinancial ServicesReal EstateMarketing AgenciesAll industries

Book a free demo

Bring one practice area and one county. We count this week's in-market households on the call.

Thirty minutes with a person who knows legal marketing rules: the tag on your site, one practice-area segment counted with its match rate, and the next rung written down.

Book a free demoSee how it works

Thirty minutes, live on your own data. A person who knows the products and this industry runs the call. By continuing you accept the DataMoon terms.