Mike Brewer
Personalization and Apartments.com
Everyone is getting into the personalization game. How do we make it more real for the customer? How do we personalize the service or delivery? How do we connect with our consumer? How? How? How?
I ask, how will apartments.com do it given their new relationship with Omniture? This press release from Omniture gives us some insight;
By implementing
Omniture SiteCatalyst and Omniture
Discover, Apartments.com is now able to constantly measure traffic to
and from their Web site and simultaneously use multi-level segmentation to
understand and evaluate where conversion events, like media interaction and
direct contact to properties, have occurred. Apartments.com can measure and
compare multiple user segments in real time to identify the most valuable
user segments, increase overall site conversion by analyzing user fallout,
and optimize overall campaign performance and content placement by
measuring users’ search patterns.
My question is how do you really ever segment the population? It goes so far beyond making generalizations about zip codes, income, gender, etc… I am anxious to see how they collect the data, what data they collect and what assumptions they are going to make about it.
I think sites like Brent Williams Aptconnect.com or Urbane’s: The Urbane Lobby will become more and more relevant in the field of segmenting. Truly rewarding segmenting comes down to personas and the scenarios you create for each. For a deeper understanding of each check out The Soccer Mom Myth and Waiting for Your Cat to Bark. The more real the persona, the more real the scenario, the more real the useful data. Brent’s site will farm the most critical data the apartment industry has ever seen. To me, then and only then can you create the most compelling, connective and collaborative segmenting. Then and only then will we be able to truly give the consumer what they really want/need.
Have a compelling and connected Tuesday! M
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Personalization
We: The ideal customer relationship
How do you want your customers to think about you and/or your organization?
Do you want them to see you in the distance…as “Them?”
Or, do you want your customers to think of themselves and you as closely interrelated…as “We?”
I took the time to read We this week and I was blown away by it’s simplicity and downright authentic position of the topic of customer relationship.
It is a must read for everyone from your front line to your top executive.
Technorati Tags: We: the ideal customer relationship, apartment leadership, apartment prospect
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ApartmentCareers.com
Mike Brewer · · 1 Comment
I ran across this site this morning.
Anyone out there using it? What are you thoughts?
ApartmentCareers.Com – 877-856-6668
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Rentalads.com
Is anyone familiar with this ILS? Anyone using it? rentalads.com
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