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 2025

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

Licensing chief Patrik Hammarén also reveals that the company will rename its IPR business to better reflect its role in defining standards
The acquisition of Pecher & Partners follows the firm’s earlier expansion into litigation to create a ‘one-stop shop’
News of Via Licensing Alliance launching its first semiconductor patent pool and INTA electing a new president were also among the top talking points
Submit your nominations to this year's WIBL Americas Awards by January 23
The 2026 Life Sciences EMEA Awards is now open for entries. We are looking forward to reviewing and celebrating the industry's most impressive achievements and landmarks from the past year.
The tie-up between Perkins Coie and Ashurst may generate some striking numbers, but independent IP firms need not worry yet, according to practitioners
Perkins Coie’s US patent prosecution strength could provide Ashurst with an opportunity to enter an untapped market in Australia, but it may not be easy
Mitesh Patel at Reed Smith outlines why the US Copyright Office and courts have so far dismissed AI authorship and how inventors can protect AI-generated works
Xia Zheng, founder of AFD China, discusses balancing legal work with BD, new approaches to complex challenges, and the dangers of ‘over-optimism’
A dispute involving semiconductor technology and a partner's move from Hoffman Eitle to Hoyng Rokh Monegier were also among the top talking points
Gift this article