Advanced Marketing Analytics Applied to Multifamily
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Transcript of Advanced Marketing Analytics Applied to Multifamily
Analytics that Matter
Gary Angel / President of Semphonic
Donald Davidoff /Group Vice President of Archstone
–Semphonic provides full-service web analytics consulting and advanced online measurement to leading Enterprises in the United States. Clients include American Express, Charles Schwab, Genentech, InterContinental, JP Morgan Chase, Kohler, Microsoft, Nokia, Samsung, and Turner. Gary blogs at http://semphonic.blogs.com/semangel
Nice to Meet You!
Gary AngelCo-Founder and President of Semphonic, the leading independent web analytics consultancy in the United States.
Donald DavidoffGroup Vice President
Strategic SystemsArchstone
–Archstone is a leading developer, owner, manager of – hey, you all know what Archstone is, don’t you?
www.archstoneapartments.com
Is this your Web analytics experience?
Confusion
Uncertainty
Doubt
Fear
Analytics Maturity Stages
Stage 1: Site Analysis
Stage 2: Site Optimization
Stage 3: Segment Targeting
Stage 4: Individual Targeting
Stage 5: Integrated Marketing
Business Value
Difficulty
We See a Few More Stages
Stage 1: Site Analysis
Stage 2: Site Optimization
Stage 3: Segment Targeting
Stage 4: Individual Targeting
Stage 5: Integrated Marketing
Business Value
Stage -3: Basic Tagging / Erratic Collection
Stage -2: Basic Collection and Reporting
Stage -1: Customized Reporting and Widespread UsageDifficulty
And we draw the curve a little differently
Stage 1: Site AnalysisStage 2: Site Optimization
Stage 3: Segment Targeting
Stage 4: Individual Targeting
Stage 5: Integrated Marketing
Business Value
Stage -3: Basic Tagging / Erratic Collection
Stage -2: Basic Collection and Reporting
Stage -1: Customized Reporting and Widespread Usage
Difficulty
How do you get to the value?
Solid Infrastructure
Meaningful Reporting
Real Analytics
Micro-Segmentation & Personalization
Methods that Matter
Predictive Analytics
Forecasting: Baseline
Current Sales Figures are Seasonally Adjusted
To Create a Baseline Forecast
And an explanation of Trends
Forecasting: Media Mix
Marketing Spend can be tweaked
And an Optimal Mix Calculated
Forecasting: Demand Signals
Current Online Search Trends
Help Predict 2+ months out
For Online Apartment Marketing
Discussion
Lead Scoring and Lead Coloring
Visitor 1 Visitor 2 Visitor 3
Score132
Score117
Score68
1 Browse Visit1 Early-Stage Visit3 Late-Stage VisitsHigh RecencyModerate Frequency
2 Bedroom85% Mid-Range
Pet
9 Late-Stage VisitsHigh RecencyHigh Frequency
1 Bedroom57% Mid-Range
Discount Focused
2 Early-Stage Visit2 Late-Stage VisitsModerate RecencyModerate Frequency
Studio67% Low-Range
Neighborhood Focused
Lead Coloring
Visitor 1
Score132
1 Browse Visit1 Early-Stage Visit3 Late-Stage VisitsHigh RecencyModerate Frequency
2 Bedroom85% Mid-Range
Pet
For Online Apartment Marketing
Discussion
Methods that Matter
Digital Database Marketing
Database Marketing has Proven/Actionable Methods
Collect Personal
Data
Enrich the Data Segment Target
But it’s Channels are Dying
The Good The Bad
Actionable
Proven
Impactful
Measurable
Direct Mail
Outbound Calling
What if we could do this?
Database Marketing
Web Analytics
Online Behavior
Customer Driven
Database-Driven
SaaS
Email Marketing
Demographics
List Enhancement
Statistical Models
Event DrivenProven
Actionable
Old
Social
Here’s How
Collect Personal
Data
Enrich the Data Segment Target
Start with email or phone
Enrich w. eMail Append or Connection
Engine
Two-Tiered Segmentation
Use Segmentation
& Survey to Drive Testing
Enrichment
• You can do far more with basic online data than most people realize.•BlueKai•Rapleaf•eMail Append•Connection Engine•Key Joining
Segmentation
• Online segmentation is two tiered.
Prospects
Residents
Other
Start with the “Who”
Early Search
Late-Stage Search
Service Requests Bill Pays Corporate
Don’t forget the “Why”
% to Late Stage Search
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% LeadAvg. Time on
Detail
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Visit TimeComparative
Sat Rating
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Visit Time% Share
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Online Apps per Visit
Nearly Every Meaningful Metric is
a product of this Matrix produced by
Two-Tiered Segmentation
Classification• Here’s the big Hurdle – How do you Profile Visitors into Visitor and Visit Types?
Enrichment•BlueKai•Rapleaf•eMail Append•Connection Engine•Key Joining
Content Meta-Data• Functional Taxonomy• Site Taxonomy•Product Taxonomy•Topic Taxonomy•Audience Target• Sales-Stage•Page Components•Component Classification•Content Cardinality•Page Length•Content Source•Publish Date & Days since Changed
Visit Signatures•Hierarchical Segmentation• First Click•Most Used Meta-Content• Functional Pathing•Behavioral Segmentation
Targeting
Early Stage Prospects
Late Stage Prospects
Lead Submitted Prospects
First Visit >60 Day Out
30-60 Day Out
< 30 Day Out
Satisfaction Guaranteed
Drive
Mobile App Drive
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Mobile App Drive
Last Building Viewed Drive
Community Drive
Top Property Drive
Discount in Area
Residents Video
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Top 3 Viewed Drive
High-Urgency Campaign
Testing Opportunities aren’t
site-wide but Segmented
Targeting• Developing a Testing/Personalization Strategy for each matrixed segment is every bit as
important (and data driven)! You can’t build a testing, personalization or site strategy without answering these questions for every Segment in the matrix.
What do they care about?
How do they choose?What channels do they use?
What are their demographics?
Which of our competitors do they tend toward?
What’s their biggest worry?
Why do they go elsewhere?Which features matter?
Data-Driven Connections• Creating a link between Behavioral and VoC Data is the single most important step you can take.
Survey Data
VoC Feedback Data
Call-Center
Panel Data
Social Media Analysis
For Online Apartment Marketing
Discussion
It’s not all Rocket-Science
• In traditional database marketing, some of the most valuable lists you could use/buy were:
Common Name Description Dimension
New Movers NCOA filers (LOCATION)
Hot Buyers Recent Catalog Purchasers (RECENCY)
Warranty Expiring: Customer coming to End of Life on Warranty
(RELATIONSHIP)
Related Magazine Subscribers
Subscribed to a Magazine with a topical interest
(INTEREST)
New AARPs Seniors (DEMOGRAPHICS)
There are online equivalents
New Interest
Across every Online Channel
Recency - ReActivation
For nearly every type of site
Geographic
IP Detection - SF
IP Detection - DC
Almost every type of campaign
Relationship
Viral Campaign SeedingSocial Interactor List
And for every type of targeting
Even Demographic Magic Moments
After Viewing
Content can cue all sorts of Demographic and Magic Moment inferences
Before Viewing
For Online Apartment Marketing
Discussion