As part of my business, I provide a partner selection service to assist brokerages in vetting products. A Product Team's role is to deliver the product's vision to the customer. An area that the team puts a lot of effort into during the development process is to ensure their product is useable by the customer.
Marketing, in general, is a tough business. There are so many tools to use and data to scrounge through; it is impressive that marketers have time to be creative. With Google Signal launched into beta last August, maybe marketers will have a little a bit more time on their hands.
Notice how I did not say web analytics? A large chasm exists between marketing, technology, and business in connecting the dots between what is the value of their efforts. A gap I have seen in digital strategies inside and outside of the real estate industry. Building a bridge across these disciplines requires insight on valuing ROI into a strategy and ensures consumers are given an experience appropriate for the brand.
A few articles ago, we looked at why Google Tag Manager is a Brokers friend. The use case mentioned in the article tracked form conversion of a customer inquiry on a web page. Form submissions in real estate capture leads, so it is imperative to integrate forms into Google Analytics and learn as much as possible from our customers. This is one area where Google Tag Manager (GTM) and Google Analytics (GA) work beautifully together.
