A real estate company generates a large amount of marketing and sales data in a year from various sources. Specifically, they may generate 15,000 leads per year with each lead having around 100 business events and attributes recorded. This results in around 150 million data points that can be queried and used to optimize campaigns and prioritize sales opportunities in real time. Big data platforms like Amura can help capture, analyze, and act on all this data to improve marketing and sales efforts.

1. In a year how much
marketing and sales data
does a real estate company generate?

2. 15,000
leads in a year

3. 15,000
leads in a year

4. 15,000
leads in a year
100
business events per lead

5. 15,000
leads in a year
100
business events per lead
x

6. 15,000
leads in a year
100
business events per lead
x
100
attributes per lead

7. 15,000
leads in a year
100
business events per lead
x 100
attributes per lead
x

8. 15,000
leads in a year
100
business events per lead
x 100
attributes per lead
x
150 million
data points to query and reach a decision

9. 15,000
leads in a year
100
business events per lead
x 100
attributes per lead
x
150 million
data points to query and reach a decision
processed in Real Time

10. customer email sent-read
advert clicks
calls answered
became opportunity
blog views
site visit scheduled
booked
customer industry
followup call done
customer seniority
app downloads
Facebook likes
re engaged
mobile traffic
gave referral
bounce rate
searches
banner impressions
webpage views
callsvia hoarding
NRI
price quote received
responded to print
time to convert
enquired
hotness

11. customer email sent-read
advert clicks
calls answered
became opportunity
blog views
site visit scheduled
booked
customer industry
followup call done
customer seniorityapp downloads
Facebook likes
re engaged
mobile traffic
gave referral
bounce rate
searches
banner impressions
webpage views
callsvia hoarding
NRI
price quote received
responded to print
time to convert
enquired
hotness

12. !
what is
big data

13. big data is like teenage sex
everyone talks about it, nobody really knows how to do it, everyone
thinks everyone else is doing it, so everyone claims they are doing it.

14. Seriously, what is big data?

15. Volume Velocity
Variety Variability
Seriously, what is big data?

16. Volume
Transactional data
Unstructured social media streams
Historical customer data
Velocity
Variety Variability
Seriously, what is big data?

17. Volume
Transactional data
Unstructured social media streams
Historical customer data
Velocity
Time-sensitive events
Ad impressions
Daily phone call detail records
Variety Variability
Seriously, what is big data?

18. Volume
Transactional data
Unstructured social media streams
Historical customer data
Velocity
Time-sensitive events
Ad impressions
Daily phone call detail records
Variety
Structured or numeric data
Sentiment and mentions across digital space
Videos, images and rich media
Variability
Seriously, what is big data?

19. Volume
Transactional data
Unstructured social media streams
Historical customer data
Velocity
Time-sensitive events
Ad impressions
Daily phone call detail records
Variety
Structured or numeric data
Sentiment and mentions across digital space
Videos, images and rich media
Variability
High visitor traffic on launches
High searches on week ends
Seriously, what is big data?

20. Big data
in
real estate

22. Marketing team
What is my marketing ROI?
Are customers aware about my brand?
What’s my marginal cost per conversion?

23. Marketing team Sales team
What is my marketing ROI?
Are customers aware about my brand?
What’s my marginal cost per conversion?
How to map sales team performance across time? across projects?
Can I accurately forecast my sales?
How I can filter interested customers who haven’t been followed up?

24. Marketing team Sales team
What is my marketing ROI?
Are customers aware about my brand?
What’s my marginal cost per conversion?
How to map sales team performance across time? across projects?
Can I accurately forecast my sales?
How I can filter interested customers who haven’t been followed up?
but there is a problem, how do you answer cross functional questionslike

25. Marketing team Sales team
What is my marketing ROI?
Are customers aware about my brand?
What’s my marginal cost per conversion?
How to map sales team performance across time? across projects?
Can I accurately forecast my sales?
How I can filter interested customers who haven’t been followed up?
Which marketing campaign gave you the fastest sales velocity to bookings?
How to develop a differential communication strategy for different phases in the buying cycle?
What marketing activities should I plan for a sustained sales pipeline?
but there is a problem, how do you answer cross functional questionslike

26. Marketing team Sales team
What is my marketing ROI?
Are customers aware about my brand?
What’s my marginal cost per conversion?
How to map sales team performance across time? across projects?
Can I accurately forecast my sales?
How I can filter interested customers who haven’t been followed up?
Which marketing campaign gave you the fastest sales velocity to bookings?
How to develop a differential communication strategy for different phases in the buying cycle?
What marketing activities should I plan for a sustained sales pipeline?
!
big data
can help you answer these questions
but there is a problem, how do you answer cross functional questionslike

27. Helps marketing and sales automation
Auto lead capture from all sources
Captures relevant business events in customer buying cycle
Easy way to process data and draw insights
Capable of using the drawn insights to add value back your campaigns
Core functions of a big data platform

28. real world application of big data
Campaign optimisation
based on
lead profiling

29. Luxury product near Balewadi, Pune
With a ticket size of Rs. 1 Cr
get 50 bookings
Campaign Brief
Campaign Plan
IT sector targeted
Pune and Mumbai based geo targeting
End user targeted campaign with lower focus on investors

30. 11

31. 11
200+ Leads in the first week
!
That is great!

32. Geo targeting, Time on site, CPA, CTR
Average time on the first (pre sales) call
Read receipts for project brochures
Time gap analysis between enquiry to first call
Real time - campaign analysis

33. Geo targeting, Time on site, CPA, CTR
Average time on the first (pre sales) call
Read receipts for project brochures
Time gap analysis between enquiry to first call
Real time - campaign analysis
but there was a problem

34. • This is big data in real estate
13

35. • This is big data in real estate
13
not the right segment

36. Property budget specified - Search & generic news campaigns
Increased budgets for mobile campaigns
Re allocated extra budgets to LinkedIn
Campaign analysis
Senior Mgmt. clocked higher time-on-site from mobile devices
Placement targeting for premium segment worked well
LinkedIn campaigns with seniority filter worked well
Search & generic news sites drove higher associates traffic (70:30 ratio)
Campaign optimisations

37. 15

38. 15
higher qualified leads

39. What big data enabled us?
Identify problems in real time
Arrive at accurate data driven decisions
Save on time. Save on money.
Understand your TG and their behaviour
Real time campaign optimisation is possible

40. Prioritising sales pipeline
based on
sales data points
real world application of big data

42. filtered to 2331 leads

44. filtered to 432 leads

46. filtered to 166 leads

48. the most probable 13 leads to convert immediately

49. Whats possible with big data?

50. Whats possible with big data?
Marketing

51. Whats possible with big data?
Marketing
segment customers by profile data
measure marginal costs and track ROI unto booking stage
create buckets for retargeting based on buying cycle
improvise campaigns in real time

52. Whats possible with big data?
Marketing
segment customers by profile data
measure marginal costs and track ROI unto booking stage
create buckets for retargeting based on buying cycle
improvise campaigns in real time
Sales

53. Whats possible with big data?
Marketing
segment customers by profile data
measure marginal costs and track ROI unto booking stage
create buckets for retargeting based on buying cycle
improvise campaigns in real time
Sales
track sales efficiency
track individual leads in sales funnels and improve forecasting
improve sales discipline and undertake data driven training
devise selling strategies
segment customers by requirements
prioritise sales pipeline
cost vs benefit analysis

54. What’s possible with Amura’s platform

55. What’s possible with Amura’s platform
Auto Lead capture

56. What’s possible with Amura’s platform
Auto Lead capture
Ensure all your digital sources are captured
Calls (inbound and outbound) all monitored and an outcome attributed to them
Leads from offline sources must also flow into the lead management system

57. What’s possible with Amura’s platform
Auto Lead capture
Ensure all your digital sources are captured
Calls (inbound and outbound) all monitored and an outcome attributed to them
Leads from offline sources must also flow into the lead management system
Track marketing metrics - from impressions to enquiry

58. What’s possible with Amura’s platform
Auto Lead capture
Ensure all your digital sources are captured
Calls (inbound and outbound) all monitored and an outcome attributed to them
Leads from offline sources must also flow into the lead management system
Track marketing metrics - from impressions to enquiry
Measure every campaign
Tag input sources including the actual referral website (ad placement)

59. What’s possible with Amura’s platform
Auto Lead capture
Ensure all your digital sources are captured
Calls (inbound and outbound) all monitored and an outcome attributed to them
Leads from offline sources must also flow into the lead management system
Track marketing metrics - from impressions to enquiry
Measure every campaign
Tag input sources including the actual referral website (ad placement)
Sales automation and discipline

60. What’s possible with Amura’s platform
Auto Lead capture
Ensure all your digital sources are captured
Calls (inbound and outbound) all monitored and an outcome attributed to them
Leads from offline sources must also flow into the lead management system
Track marketing metrics - from impressions to enquiry
Measure every campaign
Tag input sources including the actual referral website (ad placement)
Sales automation and discipline
Automate mundane tasks like delivery of brochures, price quotes and track their read counts

61. What’s possible with Amura’s platform
Auto Lead capture
Ensure all your digital sources are captured
Calls (inbound and outbound) all monitored and an outcome attributed to them
Leads from offline sources must also flow into the lead management system
Track marketing metrics - from impressions to enquiry
Measure every campaign
Tag input sources including the actual referral website (ad placement)
Sales automation and discipline
Automate mundane tasks like delivery of brochures, price quotes and track their read counts
Built in communication platform

62. What’s possible with Amura’s platform
Auto Lead capture
Ensure all your digital sources are captured
Calls (inbound and outbound) all monitored and an outcome attributed to them
Leads from offline sources must also flow into the lead management system
Track marketing metrics - from impressions to enquiry
Measure every campaign
Tag input sources including the actual referral website (ad placement)
Sales automation and discipline
Automate mundane tasks like delivery of brochures, price quotes and track their read counts
Built in communication platform
Implement proxied communication
Eliminate the need to use any other communication medium

63. Thank you
Ketan SabnisSiddharth Bhakay
siddharth@amuratech.com ketan@amuratech.com