Analytics that Matter<br />Gary Angel / President of Semphonic<br />Donald Davidoff /Group Vice President of Archstone<br />
Nice to Meet You!<br />Gary Angel<br />Co-Founder and President of Semphonic, the leading independent web analytics consul...
Is this your Web analytics experience?<br />Doubt<br />Confusion<br />Uncertainty<br />Fear<br />
Analytics Maturity Stages<br />Stage 5: Integrated Marketing<br />Business Value<br />Stage 4: Individual Targeting<br />S...
We See a Few More Stages<br />Stage 5: Integrated Marketing<br />Business Value<br />Stage 4: Individual Targeting<br />St...
And we draw the curve a little differently<br />Stage 5: Integrated Marketing<br />Stage 4: Individual Targeting<br />Stag...
How do you get to the value?<br />Micro-Segmentation & Personalization<br />Real Analytics<br />Meaningful Reporting<br />...
Methods that Matter<br />Predictive Analytics<br />
Forecasting: Baseline <br />And an explanation of Trends<br />To Create a Baseline Forecast<br />Current Sales Figures are...
Forecasting: Media Mix <br />Marketing Spend can be tweaked<br />And an Optimal Mix Calculated<br />
Forecasting: Demand Signals <br />Current Online Search Trends<br />Help Predict 2+ months out<br />
For Online Apartment Marketing<br />Discussion<br />
Lead Scoring and Lead Coloring<br />Visitor 2<br />Visitor 1<br />Visitor 3<br />1 Browse Visit<br />1 Early-Stage Visit<b...
Lead Coloring<br />Visitor 1<br />1 Browse Visit<br />1 Early-Stage Visit<br />3 Late-Stage Visits<br />High Recency<br />...
For Online Apartment Marketing<br />Discussion<br />
Methods that Matter<br />Digital Database Marketing<br />
Database Marketing has Proven/Actionable Methods<br />
But it’s Channels are Dying<br />
What if we could do this?<br />Actionable<br />Database-Driven<br />Event Driven<br />Proven<br />Online Behavior<br />Sta...
Here’s How<br />
Enrichment<br />You can do far more with basic online data than most people realize.<br /><ul><li>BlueKai
Rapleaf
eMail Append
Connection Engine
Key Joining</li></li></ul><li>Segmentation<br />Online segmentation is two tiered.<br />Don’t forget the “Why”<br />Start ...
Classification<br />Here’s the big Hurdle – How do you Profile Visitors into Visitor and Visit Types?<br />
Targeting<br />Testing Opportunities aren’t site-wide but Segmented<br />Satisfaction Guaranteed Drive<br />Mobile App Dri...
Targeting<br />Developing a Testing/Personalization Strategy for each matrixed segment is every bit as important (and data...
Data-Driven Connections<br />Creating a link between Behavioral and VoC Data is the single most important step you can tak...
For Online Apartment Marketing<br />Discussion<br />
It’s not all Rocket-Science<br />In traditional database marketing, some of the most valuable lists you could use/buy were...
There are online equivalents<br />New Interest<br />
Across every Online Channel<br />Recency - ReActivation<br />
For nearly every type of site<br />IP Detection - DC<br />IP Detection - SF<br />Geographic<br />
Almost every type of campaign<br />Viral Campaign Seeding<br />Social Interactor List<br />Relationship<br />
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Advanced Marketing Analytics Applied to Multifamily

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Advanced Marketing Analytics Applied to Multifamily

Gary Angel is one of our favorite web analysts because he makes analytical complexity understandable. In this session he’ll team with industry veteran Donald Davidoff to explain some of the newer analytical methodologies followed by Donald’s thoughts on how they might apply in our context and where they overlap with other optimization efforts. This session will cover predictive analytics, metadata analysis and re-discover web-based targeted marketing.

- Gary Angel, President, Semphonic

- Donald Davidoff, Group Vice President, Strategic Systems, Archstone

Published in: Real Estate, Business, Technology
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Advanced Marketing Analytics Applied to Multifamily

  1. 1. Analytics that Matter<br />Gary Angel / President of Semphonic<br />Donald Davidoff /Group Vice President of Archstone<br />
  2. 2. Nice to Meet You!<br />Gary Angel<br />Co-Founder and President of Semphonic, the leading independent web analytics consultancy in the United States. <br />Donald Davidoff<br />Group Vice President<br />Strategic Systems<br />Archstone<br />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<br />Archstone is a leading developer, owner, manager of – hey, you all know what Archstone is, don’t you?<br />www.archstoneapartments.com<br />
  3. 3. Is this your Web analytics experience?<br />Doubt<br />Confusion<br />Uncertainty<br />Fear<br />
  4. 4. Analytics Maturity Stages<br />Stage 5: Integrated Marketing<br />Business Value<br />Stage 4: Individual Targeting<br />Stage 3: Segment Targeting<br />Stage 2: Site Optimization<br />Stage 1: Site Analysis<br />Difficulty<br />
  5. 5. We See a Few More Stages<br />Stage 5: Integrated Marketing<br />Business Value<br />Stage 4: Individual Targeting<br />Stage 3: Segment Targeting<br />Stage 2: Site Optimization<br />Stage 1: Site Analysis<br />Difficulty<br />Stage -1: Customized Reporting and Widespread Usage<br />Stage -2: Basic Collection and Reporting<br />Stage -3: Basic Tagging / Erratic Collection<br />
  6. 6. And we draw the curve a little differently<br />Stage 5: Integrated Marketing<br />Stage 4: Individual Targeting<br />Stage 3: Segment Targeting<br />Business Value<br />Stage 2: Site Optimization<br />Stage 1: Site Analysis<br />Stage -1: Customized Reporting and Widespread Usage<br />Stage -2: Basic Collection and Reporting<br />Difficulty<br />Stage -3: Basic Tagging / Erratic Collection<br />
  7. 7. How do you get to the value?<br />Micro-Segmentation & Personalization<br />Real Analytics<br />Meaningful Reporting<br />Solid Infrastructure<br />
  8. 8. Methods that Matter<br />Predictive Analytics<br />
  9. 9. Forecasting: Baseline <br />And an explanation of Trends<br />To Create a Baseline Forecast<br />Current Sales Figures are Seasonally Adjusted<br />
  10. 10. Forecasting: Media Mix <br />Marketing Spend can be tweaked<br />And an Optimal Mix Calculated<br />
  11. 11. Forecasting: Demand Signals <br />Current Online Search Trends<br />Help Predict 2+ months out<br />
  12. 12. For Online Apartment Marketing<br />Discussion<br />
  13. 13. Lead Scoring and Lead Coloring<br />Visitor 2<br />Visitor 1<br />Visitor 3<br />1 Browse Visit<br />1 Early-Stage Visit<br />3 Late-Stage Visits<br />High Recency<br />Moderate Frequency<br />2 Bedroom<br />85% Mid-Range<br />Pet<br />9 Late-Stage Visits<br />High Recency<br />High Frequency<br />1 Bedroom<br />57% Mid-Range<br />Discount Focused<br />2 Early-Stage Visit<br />2 Late-Stage Visits<br />Moderate Recency<br />Moderate Frequency<br />Studio<br />67% Low-Range<br />Neighborhood Focused<br />Score<br />132<br />Score<br />117<br />Score<br />68<br />
  14. 14. Lead Coloring<br />Visitor 1<br />1 Browse Visit<br />1 Early-Stage Visit<br />3 Late-Stage Visits<br />High Recency<br />Moderate Frequency<br />2 Bedroom<br />85% Mid-Range<br />Pet<br />Score<br />132<br />
  15. 15. For Online Apartment Marketing<br />Discussion<br />
  16. 16. Methods that Matter<br />Digital Database Marketing<br />
  17. 17. Database Marketing has Proven/Actionable Methods<br />
  18. 18. But it’s Channels are Dying<br />
  19. 19. What if we could do this?<br />Actionable<br />Database-Driven<br />Event Driven<br />Proven<br />Online Behavior<br />Statistical Models<br />Email Marketing<br />List Enhancement<br />Social<br />Customer Driven<br />SaaS<br />Old<br />Demographics<br />
  20. 20. Here’s How<br />
  21. 21. Enrichment<br />You can do far more with basic online data than most people realize.<br /><ul><li>BlueKai
  22. 22. Rapleaf
  23. 23. eMail Append
  24. 24. Connection Engine
  25. 25. Key Joining</li></li></ul><li>Segmentation<br />Online segmentation is two tiered.<br />Don’t forget the “Why”<br />Start with the “Who”<br />Nearly Every Meaningful Metric is a product of this Matrix produced by Two-Tiered Segmentation<br />-<br />% to Late Stage Search<br />% Lead<br />Avg. Time on Detail<br />-<br />-<br />-<br />Visit Time<br />% Share<br />Visit Time<br />Comparative Sat Rating<br />-<br />-<br />Online Apps per Visit<br />-<br />-<br />-<br />-<br />
  26. 26. Classification<br />Here’s the big Hurdle – How do you Profile Visitors into Visitor and Visit Types?<br />
  27. 27. Targeting<br />Testing Opportunities aren’t site-wide but Segmented<br />Satisfaction Guaranteed Drive<br />Mobile App Drive<br />-<br />Top Property Drive<br />Top 3 Viewed Drive<br />Discount in Area<br />Mobile App Drive<br />Last Building Viewed Drive<br />High-Urgency Campaign<br />Residents Video <br />-<br />Community Drive<br />
  28. 28. Targeting<br />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.<br />Which of our competitors do they tend toward?<br />What’s their biggest worry?<br />What do they care about?<br />What channels do they use?<br />How do they choose?<br />Which features matter?<br />Why do they go elsewhere?<br />What are their demographics?<br />
  29. 29. Data-Driven Connections<br />Creating a link between Behavioral and VoC Data is the single most important step you can take.<br />
  30. 30. For Online Apartment Marketing<br />Discussion<br />
  31. 31. It’s not all Rocket-Science<br />In traditional database marketing, some of the most valuable lists you could use/buy were:<br />
  32. 32. There are online equivalents<br />New Interest<br />
  33. 33. Across every Online Channel<br />Recency - ReActivation<br />
  34. 34. For nearly every type of site<br />IP Detection - DC<br />IP Detection - SF<br />Geographic<br />
  35. 35. Almost every type of campaign<br />Viral Campaign Seeding<br />Social Interactor List<br />Relationship<br />
  36. 36. And for every type of targeting<br />Content can cue all sorts of Demographic and Magic Moment inferences<br />Before Viewing<br />After Viewing<br />Even Demographic Magic Moments<br />
  37. 37. For Online Apartment Marketing<br />Discussion<br />
  38. 38. Thank you!<br />Gary Angel<br />President<br />Semphonic<br />415-884-2511<br />gangel@semphonic.com<br />@garyangel<br />

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