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"How did you hear about us?" It's not as easy to answer as you think, but marketers have more tools that ever to help them understand how their efforts are working. This presentation explores a typical apartment search process and identifies some tips and tools to help marketers get a better handle on proper attribution of their various marketing sources, as well as ways to pinpoint how well your website and overall online presence is performing. Originally presented by Mike Whaling at the Multifamily Brainstorming Conference, November 2013.
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Put Your Money Where It Counts: Marketing Attribution
Mike Whaling, 30 Lines
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Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.John Wanamaker
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This is not 1911.
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The average shopper uses 10.7 sources of information to make a buying decision.
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10.7
Digital is measurable.
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“How did you hear about us?”
G O O D Q U E S T I O N , B U T I T ’ S N O T G O O D E N O U G H :#MFBSConf
Attribution is a process for assigning/crediting a lead or conversion to a specific set of marketing activities or touchpoints.
What is attribution?
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For today:
• How are people finding us?
• How are visitors using our site?
• Are visitors taking the desired actions?
• What marketing sources are working best?
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How are people finding us?
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“Time to start looking for an apartment.”
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Actually, it looks more like this…
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Organic search: “apartments in Las Vegas”1 .
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Paid ad on search engine2 .
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Search ILS.3 .
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Check Craigslist.4 .
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Logged-in organic search: “Tivoli apartments Las Vegas”
5 .#MFBSConf
Keyword: “Not provided”
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Visit website.6 .
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Check reviews.7 .
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Ask friends.8 .
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Branded organic search (or Direct link): “Tivoli apartments Las Vegas”
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Contact property to schedule tour!1 0 .
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The Path to Conversion
Organic Search >
PPC >
ILS >
Craigslist >
Organic Search (Logged In) >
Property Website >
ApartmentRatings.com >
Facebook >
Direct traffic to website >
Guest Card
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Which source gets the credit?
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Attribution Models
• Linear (All equal)
• Last Touch
• First Touch
• “Funnel Position”-Weighted
• Custom
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Linear: All sources get equal credit#MFBSConf
0
0.25
0.5
0.75
1
Search ILS Search AptRatings Direct
Last Touch: Last source gets all credit#MFBSConf
02.254.5
6.759
Search Search Direct
Organic Search >
PPC >
ILS >
Craigslist >
Organic Search (Logged In) >
Property Website >
ApartmentRatings.com >
Facebook >
Direct traffic to website >
Guest Card
First Touch: First source gets all credit#MFBSConf
02.254.5
6.759
Search Search Direct
Organic Search >
PPC >
ILS >
Craigslist >
Organic Search (Logged In) >
Property Website >
ApartmentRatings.com >
Facebook >
Direct traffic to website >
Guest Card
Funnel-Weighted: Closer to conversion = more credit#MFBSConf
02.254.5
6.759
Search Search Direct
Organic Search >
PPC >
ILS >
Craigslist >
Organic Search (Logged In) >
Property Website >
ApartmentRatings.com >
Facebook >
Direct traffic to website >
Guest Card
Know the value of a customer to understand the value of visits and leads.
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Your Attribution Toolkit
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google.com/analytics
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What to measure:
• How are people finding us?
• How are visitors using our site?
• Are visitors taking the desired actions?
• What marketing sources are working best?
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Set goals. Is your site working?
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Is our website working?
What sources are working?
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Potential Conversion Goals:
• Guest card completed
• Application started
• Signed up for e-newsletter
• Spent 5 minutes on site
• Watched property video
• Shared floor plan
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Google URL Builder
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Track campaigns, know what’s working
Track campaigns. Know what’s working.
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Bit.ly
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URL Shortener + Trackingbit.ly
URL Shortener + Tracking
Add + to see stats
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URL Shortener + Trackingbit.ly
Try it: bit.ly/mfbsconf13+
Dynamic Number Insertion
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Know how they get to your site.
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Customize your offer.#MFBSConf
Use landing pages to keep visitors focused.
Tweet it!
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Understand your social reach.
Understand your social reach
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Facebook Insights
Craig killed links. What now?
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Dig deeper:
• Audience segmenting/targeting
• Remarketing
• Split (A/B) testing
• Social reach/influence/sentiment
• Ad forecasting
• Lifecycle marketing
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What now?
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Do these next week:
• Identify one trend in Google Analytics
• Develop a landing page for your offer
• Create/update your email responder
• Send Tami a thank you note
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How do we use the data to get better?
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Want more tools and resources? 30lines.com/li
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Let’s talk.
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