by Stephen Ursery
The famous 19th-century retailer John Wanamaker once reportedly said, “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.”
Fortunately, with the data available now, today’s multifamily marketers aren’t fumbling around in the dark when it’s time to evaluate the effectiveness of advertising sources and tactics. How forward-thinking operators collect and use marketing data, and how they would like to see data analysis evolve, were the subjects of the 2024 Entrata Summit session “Harnessing Data-Driven Strategies for Smarter Leasing and Marketing.”
For starters, in order to aggregate data that a company’s leaders and team members can trust, internal agreement must exist on exactly what each term means, said Valerie Gibson, Vice President of Community Support for Mill Creek Residential.
Read Stephen Ursery’s article in Units Magazine.