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

1. Analytics that Matter Gary Angel / President of Semphonic Donald Davidoff /Group Vice President of Archstone

2. Nice to Meet You! Gary Angel Co-Founder and President of Semphonic, the leading independent web analytics consultancy in the United States. Donald Davidoff Group Vice President Strategic Systems 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 Archstone is a leading developer, owner, manager of – hey, you all know what Archstone is, don’t you? www.archstoneapartments.com

3. Is this your Web analytics experience? Doubt Confusion Uncertainty Fear

4. Analytics Maturity Stages Stage 5: Integrated Marketing Business Value Stage 4: Individual Targeting Stage 3: Segment Targeting Stage 2: Site Optimization Stage 1: Site Analysis Difficulty

5. We See a Few More Stages Stage 5: Integrated Marketing Business Value Stage 4: Individual Targeting Stage 3: Segment Targeting Stage 2: Site Optimization Stage 1: Site Analysis Difficulty Stage -1: Customized Reporting and Widespread Usage Stage -2: Basic Collection and Reporting Stage -3: Basic Tagging / Erratic Collection

6. And we draw the curve a little differently Stage 5: Integrated Marketing Stage 4: Individual Targeting Stage 3: Segment Targeting Business Value Stage 2: Site Optimization Stage 1: Site Analysis Stage -1: Customized Reporting and Widespread Usage Stage -2: Basic Collection and Reporting Difficulty Stage -3: Basic Tagging / Erratic Collection

7. How do you get to the value? Micro-Segmentation & Personalization Real Analytics Meaningful Reporting Solid Infrastructure

8. Methods that Matter Predictive Analytics

9. Forecasting: Baseline And an explanation of Trends To Create a Baseline Forecast Current Sales Figures are Seasonally Adjusted

10. Forecasting: Media Mix Marketing Spend can be tweaked And an Optimal Mix Calculated

11. Forecasting: Demand Signals Current Online Search Trends Help Predict 2+ months out

12. For Online Apartment Marketing Discussion

13. Lead Scoring and Lead Coloring Visitor 2 Visitor 1 Visitor 3 1 Browse Visit 1 Early-Stage Visit 3 Late-Stage Visits High Recency Moderate Frequency 2 Bedroom 85% Mid-Range Pet 9 Late-Stage Visits High Recency High Frequency 1 Bedroom 57% Mid-Range Discount Focused 2 Early-Stage Visit 2 Late-Stage Visits Moderate Recency Moderate Frequency Studio 67% Low-Range Neighborhood Focused Score 132 Score 117 Score 68

14. Lead Coloring Visitor 1 1 Browse Visit 1 Early-Stage Visit 3 Late-Stage Visits High Recency Moderate Frequency 2 Bedroom 85% Mid-Range Pet Score 132

15. For Online Apartment Marketing Discussion

16. Methods that Matter Digital Database Marketing

17. Database Marketing has Proven/Actionable Methods

18. But it’s Channels are Dying

19. What if we could do this? Actionable Database-Driven Event Driven Proven Online Behavior Statistical Models Email Marketing List Enhancement Social Customer Driven SaaS Old Demographics

20. Here’s How

22. Rapleaf

23. eMail Append

24. Connection Engine

26. Classification Here’s the big Hurdle – How do you Profile Visitors into Visitor and Visit Types?

27. Targeting Testing Opportunities aren’t site-wide but Segmented Satisfaction Guaranteed Drive Mobile App Drive - Top Property Drive Top 3 Viewed Drive Discount in Area Mobile App Drive Last Building Viewed Drive High-Urgency Campaign Residents Video - Community Drive

28. 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. Which of our competitors do they tend toward? What’s their biggest worry? What do they care about? What channels do they use? How do they choose? Which features matter? Why do they go elsewhere? What are their demographics?

29. Data-Driven Connections Creating a link between Behavioral and VoC Data is the single most important step you can take.

30. For Online Apartment Marketing Discussion

31. It’s not all Rocket-Science In traditional database marketing, some of the most valuable lists you could use/buy were:

32. There are online equivalents New Interest

33. Across every Online Channel Recency - ReActivation

34. For nearly every type of site IP Detection - DC IP Detection - SF Geographic

35. Almost every type of campaign Viral Campaign Seeding Social Interactor List Relationship

36. And for every type of targeting Content can cue all sorts of Demographic and Magic Moment inferences Before Viewing After Viewing Even Demographic Magic Moments

37. For Online Apartment Marketing Discussion

38. Thank you! Gary Angel President Semphonic 415-884-2511 gangel@semphonic.com @garyangel