Bigdata Applications in Real Estate Marketing & Sales Strategies

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The main topic based on popular opinion during Amura Evolve 2014 was 'How to use big data analytics for marketing & sales automation and simplification in real estate.' With live demonstration, the need for big data based platform for marketing & sales in real estate was established.

Published in: Marketing, Business, Real Estate
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Bigdata Applications in Real Estate Marketing & Sales Strategies

  1. 1. In a year how much marketing and sales data does a real estate company generate?
  2. 2. 15,000 leads in a year
  3. 3. 15,000 leads in a year
  4. 4. 15,000 leads in a year 100 business events per lead
  5. 5. 15,000 leads in a year 100 business events per lead x
  6. 6. 15,000 leads in a year 100 business events per lead x 100 attributes per lead
  7. 7. 15,000 leads in a year 100 business events per lead x 100 attributes per lead x
  8. 8. 15,000 leads in a year 100 business events per lead x 100 attributes per lead x 150 million data points to query and reach a decision
  9. 9. 15,000 leads in a year 100 business events per lead x 100 attributes per lead x 150 million data points to query and reach a decision processed in Real Time
  10. 10. customer email sent-read advert clicks calls answered became opportunity blog views site visit scheduled booked customer industry followup call done customer seniority app downloads Facebook likes re engaged mobile traffic gave referral bounce rate searches banner impressions webpage views callsvia hoarding NRI price quote received responded to print time to convert enquired hotness
  11. 11. customer email sent-read advert clicks calls answered became opportunity blog views site visit scheduled booked customer industry followup call done customer seniorityapp downloads Facebook likes re engaged mobile traffic gave referral bounce rate searches banner impressions webpage views callsvia hoarding NRI price quote received responded to print time to convert enquired hotness
  12. 12. ! what is big data
  13. 13. big data is like teenage sex everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it.
  14. 14. Seriously, what is big data?
  15. 15. Volume Velocity Variety Variability Seriously, what is big data?
  16. 16. Volume Transactional data Unstructured social media streams Historical customer data Velocity Variety Variability Seriously, what is big data?
  17. 17. Volume Transactional data Unstructured social media streams Historical customer data Velocity Time-sensitive events Ad impressions Daily phone call detail records Variety Variability Seriously, what is big data?
  18. 18. Volume Transactional data Unstructured social media streams Historical customer data Velocity Time-sensitive events Ad impressions Daily phone call detail records Variety Structured or numeric data Sentiment and mentions across digital space Videos, images and rich media Variability Seriously, what is big data?
  19. 19. Volume Transactional data Unstructured social media streams Historical customer data Velocity Time-sensitive events Ad impressions Daily phone call detail records Variety Structured or numeric data Sentiment and mentions across digital space Videos, images and rich media Variability High visitor traffic on launches High searches on week ends Seriously, what is big data?
  20. 20. Big data in real estate
  21. 21. Marketing team What is my marketing ROI? Are customers aware about my brand? What’s my marginal cost per conversion?
  22. 22. Marketing team Sales team What is my marketing ROI? Are customers aware about my brand? What’s my marginal cost per conversion? How to map sales team performance across time? across projects? Can I accurately forecast my sales? How I can filter interested customers who haven’t been followed up?
  23. 23. Marketing team Sales team What is my marketing ROI? Are customers aware about my brand? What’s my marginal cost per conversion? How to map sales team performance across time? across projects? Can I accurately forecast my sales? How I can filter interested customers who haven’t been followed up? but there is a problem, how do you answer cross functional questionslike
  24. 24. Marketing team Sales team What is my marketing ROI? Are customers aware about my brand? What’s my marginal cost per conversion? How to map sales team performance across time? across projects? Can I accurately forecast my sales? How I can filter interested customers who haven’t been followed up? Which marketing campaign gave you the fastest sales velocity to bookings? How to develop a differential communication strategy for different phases in the buying cycle? What marketing activities should I plan for a sustained sales pipeline? but there is a problem, how do you answer cross functional questionslike
  25. 25. Marketing team Sales team What is my marketing ROI? Are customers aware about my brand? What’s my marginal cost per conversion? How to map sales team performance across time? across projects? Can I accurately forecast my sales? How I can filter interested customers who haven’t been followed up? Which marketing campaign gave you the fastest sales velocity to bookings? How to develop a differential communication strategy for different phases in the buying cycle? What marketing activities should I plan for a sustained sales pipeline? ! big data can help you answer these questions but there is a problem, how do you answer cross functional questionslike
  26. 26. Helps marketing and sales automation Auto lead capture from all sources Captures relevant business events in customer buying cycle Easy way to process data and draw insights Capable of using the drawn insights to add value back your campaigns Core functions of a big data platform
  27. 27. real world application of big data Campaign optimisation based on lead profiling
  28. 28. Luxury product near Balewadi, Pune With a ticket size of Rs. 1 Cr get 50 bookings Campaign Brief Campaign Plan IT sector targeted Pune and Mumbai based geo targeting End user targeted campaign with lower focus on investors
  29. 29. 11
  30. 30. 11 200+ Leads in the first week ! That is great!
  31. 31. Geo targeting, Time on site, CPA, CTR Average time on the first (pre sales) call Read receipts for project brochures Time gap analysis between enquiry to first call Real time - campaign analysis
  32. 32. Geo targeting, Time on site, CPA, CTR Average time on the first (pre sales) call Read receipts for project brochures Time gap analysis between enquiry to first call Real time - campaign analysis but there was a problem
  33. 33. • This is big data in real estate 13
  34. 34. • This is big data in real estate 13 not the right segment
  35. 35. Property budget specified - Search & generic news campaigns Increased budgets for mobile campaigns Re allocated extra budgets to LinkedIn Campaign analysis Senior Mgmt. clocked higher time-on-site from mobile devices Placement targeting for premium segment worked well LinkedIn campaigns with seniority filter worked well Search & generic news sites drove higher associates traffic (70:30 ratio) Campaign optimisations
  36. 36. 15
  37. 37. 15 higher qualified leads
  38. 38. What big data enabled us? Identify problems in real time Arrive at accurate data driven decisions Save on time. Save on money. Understand your TG and their behaviour Real time campaign optimisation is possible
  39. 39. Prioritising sales pipeline based on sales data points real world application of big data
  40. 40. filtered to 2331 leads
  41. 41. filtered to 432 leads
  42. 42. filtered to 166 leads
  43. 43. the most probable 13 leads to convert immediately
  44. 44. Whats possible with big data?
  45. 45. Whats possible with big data? Marketing
  46. 46. Whats possible with big data? Marketing segment customers by profile data measure marginal costs and track ROI unto booking stage create buckets for retargeting based on buying cycle improvise campaigns in real time
  47. 47. Whats possible with big data? Marketing segment customers by profile data measure marginal costs and track ROI unto booking stage create buckets for retargeting based on buying cycle improvise campaigns in real time Sales
  48. 48. Whats possible with big data? Marketing segment customers by profile data measure marginal costs and track ROI unto booking stage create buckets for retargeting based on buying cycle improvise campaigns in real time Sales track sales efficiency track individual leads in sales funnels and improve forecasting improve sales discipline and undertake data driven training devise selling strategies segment customers by requirements prioritise sales pipeline cost vs benefit analysis
  49. 49. What’s possible with Amura’s platform
  50. 50. What’s possible with Amura’s platform Auto Lead capture
  51. 51. What’s possible with Amura’s platform Auto Lead capture Ensure all your digital sources are captured Calls (inbound and outbound) all monitored and an outcome attributed to them Leads from offline sources must also flow into the lead management system
  52. 52. What’s possible with Amura’s platform Auto Lead capture Ensure all your digital sources are captured Calls (inbound and outbound) all monitored and an outcome attributed to them Leads from offline sources must also flow into the lead management system Track marketing metrics - from impressions to enquiry
  53. 53. What’s possible with Amura’s platform Auto Lead capture Ensure all your digital sources are captured Calls (inbound and outbound) all monitored and an outcome attributed to them Leads from offline sources must also flow into the lead management system Track marketing metrics - from impressions to enquiry Measure every campaign Tag input sources including the actual referral website (ad placement)
  54. 54. What’s possible with Amura’s platform Auto Lead capture Ensure all your digital sources are captured Calls (inbound and outbound) all monitored and an outcome attributed to them Leads from offline sources must also flow into the lead management system Track marketing metrics - from impressions to enquiry Measure every campaign Tag input sources including the actual referral website (ad placement) Sales automation and discipline
  55. 55. What’s possible with Amura’s platform Auto Lead capture Ensure all your digital sources are captured Calls (inbound and outbound) all monitored and an outcome attributed to them Leads from offline sources must also flow into the lead management system Track marketing metrics - from impressions to enquiry Measure every campaign Tag input sources including the actual referral website (ad placement) Sales automation and discipline Automate mundane tasks like delivery of brochures, price quotes and track their read counts
  56. 56. What’s possible with Amura’s platform Auto Lead capture Ensure all your digital sources are captured Calls (inbound and outbound) all monitored and an outcome attributed to them Leads from offline sources must also flow into the lead management system Track marketing metrics - from impressions to enquiry Measure every campaign Tag input sources including the actual referral website (ad placement) Sales automation and discipline Automate mundane tasks like delivery of brochures, price quotes and track their read counts Built in communication platform
  57. 57. What’s possible with Amura’s platform Auto Lead capture Ensure all your digital sources are captured Calls (inbound and outbound) all monitored and an outcome attributed to them Leads from offline sources must also flow into the lead management system Track marketing metrics - from impressions to enquiry Measure every campaign Tag input sources including the actual referral website (ad placement) Sales automation and discipline Automate mundane tasks like delivery of brochures, price quotes and track their read counts Built in communication platform Implement proxied communication Eliminate the need to use any other communication medium
  58. 58. Thank you Ketan SabnisSiddharth Bhakay siddharth@amuratech.com ketan@amuratech.com

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