Big data, big trademark questions

Managing IP is part of Legal Benchmarking Limited, 1-2 Paris Gardens, London, SE1 8ND

Copyright © Legal Benchmarking Limited and its affiliated companies 2026

Accessibility | Terms of Use | Privacy Policy | Modern Slavery Statement

Big data, big trademark questions

In an INTA Annual Meeting session yesterday, panelists demonstrated how trademark practitioners—particularly litigators—can use big data and analytics tools to grow their practices, provide fact-based predictions to clients and streamline the legal research process.

Daniel Lewis of Ravel Law, Ian C. Ballon of Greenberg Traurig, Darren Schleicher of Lex Machina and Alex Butler of Bloomberg BNA contributed the perspectives of both data analysts and litigators.

Massive databases such as PACER and LexisNexis catalogue comprehensive records and statistics of cases, but this volume of information can be unwieldly, requiring practitioners and their teams to spend many hours combing through records to manually find and analyze relevant data. However, harnessing this information through analytics tools can be useful at every stage of a case.

As attorneys and law firm business developers formulate strategies to grow their businesses, data can provide insights into “who are these companies using, who has a good track record, then drill down into the actual cases and dockets that are interesting to see changes trends over time,” said Butler. In-house counsel, he said, can also use this data to guide their choice of outside counsel, based on the past performances of firms handling matters similar to what they expect to encounter.

Data allows attorneys to demonstrate their expertise on various judges and venues, with specific regard to the client’s industry and the nature of the case at hand. Instead of providing anecdotal descriptions about the speed of a venue, or their personal impression of a judge, data gives attorneys an opportunity to prove that they know what they are talking about. Lex Machina, a legal analytics company owned by LexisNexis, provides features such as a timeline predictor, which, depending on the stipulations a user enters, will return visualizations for the average duration of a case of the specified nature.

Even a specific judge’s decisions have become far more predictable through data analytics. Lewis said that the tool analyzes patterns of language used by judges, so that litigators can see “what’s resonated with the judge before, and how can you tailor your argument to grab them.”

This and other insights accessible through analytics could theoretically be mined manually, but that process is made far more efficient through technological tools. These facts still require interpretation, but analytics tools are “exploratory”: they should not be seen as “replacing human reasoning, but as supplementing it with data,” said Lewis. 

more from across site and SHARED ros bottom lb

More from across our site

A Tokyo District Court ruling concerning movie spoilers, and a second chance for VLSI against Intel were also among the top talking points
Practitioners believe new AI tools at the USPTO will not replace lawyers or disrupt revenue, but instead expose where a trademark attorney’s value lies
Leighton Cassidy Legal hopes to leverage its founder's international experience and provide clients with a rare chance to receive litigation and prosecution under one umbrella
UKIPO rejects trademark application for 'Cristiano Ronaldo Origins' following opposition by Beck Greener client in a rare case that considered actual use
Partners at both firms have voted in favour of the tie-up, which marks ‘the largest law firm merger in history’
Head of IP, Andrew Brennan, and new partner, France Delord, explain how tech provides an edge in the battle for global brand owners’ business
Anton Hopen, shareholder at Trenam Law, shares how counsel should construct Section 101 claims as early 2026 PTAB data shows reversals rising in technical cases
Law firms should consider how they can help clients, as report calls on EU to use IP-backed financing to increase bloc’s competitiveness and attractiveness for businesses
In the final part of a series on challenging patent invalidation decisions in China, lawyers at Spruson & Ferguson and Marshall Gerstein share how courts adjudicate appeals
Stijn Debaene and Carina Gommers want Brussels-based Cast Law to be the place 'everybody wants to work'
Gift this article