{"id":1187,"date":"2019-01-04T20:27:00","date_gmt":"2019-01-04T20:27:00","guid":{"rendered":"https:\/\/www.realtrends.com\/blog\/2019\/01\/04\/take-control-data-real-estate-marketing\/"},"modified":"2025-03-13T02:18:06","modified_gmt":"2025-03-13T02:18:06","slug":"take-control-data-real-estate-marketing","status":"publish","type":"post","link":"https:\/\/www.realtrends.com\/blog\/2019\/01\/04\/take-control-data-real-estate-marketing\/","title":{"rendered":"Take Control of Your Data for Today’s Real Estate Marketing"},"content":{"rendered":"

Why It\u2019s Important To Take Control Of Your Data In Today\u2019s Marketing<\/h2>\n

By Scott East, Co-Author<\/strong>
Cuttlefish Marketer: The Five Essential Traits of the Modern Marketer (www.cuttlefishmarketer.com<\/a>)<\/p>\n

<\/p>\n

Every time you or I buy so much as a hamburger we probably create data in a computer somewhere that reveals what kind of burger we prefer if we add pickles and onions, and whether we purchase fries with it.<\/p>\n

And, from a marketing standpoint, that\u2019s extraordinarily advantageous.<\/p>\n

After all, marketers have always relied on data to help make decisions. But never in history have they had the kind of data they do today, providing enormous amounts of information about both existing customers and potential ones.<\/p>\n

But a big question many marketers must ask these days is this: Who really controls that data and, in effect, influences any decisions that are made as a result of what the data is \u2013 or isn\u2019t \u2013 telling you.<\/p>\n

Too often, the answer isn\u2019t the marketing director, the marketing department or anyone else inside the business. Many companies instead rely on an outside agency \u2013 sometimes multiple agencies \u2013 to gather data, compile it and report on it. And while that\u2019s not bad in and of itself, there are reasons to be careful when you\u2019re in such a relationship. Numbers can be massaged to reflect a particular bias, whether on purpose or by accident. That third-party agency, for example, could provide you your data in a narrative form that leads you in a particular direction \u2013 a direction that\u2019s opposite of where you need to go.<\/p>\n

Even a slight bias could color what the net takeaway is for you. You would have all this extraordinary data, yet you could end up interpreting it in absolutely the wrong way, which could be worse than not having it at all.<\/p>\n

So, while some of these outside agencies can be useful to you, ultimately you want to be the one who directs the big-picture perspective, and you want to decide what the takeaway from the data is when all is said and done.<\/p>\n

That\u2019s why the best solution is usually to take your data in-house. That way it\u2019s your company\u2019s data, gathered by your company and put to use by your company in the way you see fit. Certainly, when using data you want to be able to define specifically what your goal is.<\/p>\n

If for some reason, you can\u2019t or don\u2019t want to do that, you should at least reshape your relationship with whatever agency is handling that service for you so that you have more direct control over the data.<\/p>\n

In today\u2019s world, relying on data can\u2019t be regarded as an add-on to the marketing process any more than technology can be. Data is what empowers<\/a> you and your department, giving you the information you should have to be flexible and fast.<\/p>\n

Of course, not all data is created equal \u2013 or is equally effective, which is another reason that the more control you have, the better the results will be. Yes, we have more data at our disposal than ever before, but that can confuse as much as it illuminates. Actually deriving meaningful insights from data and then converting that into action is easier said than done.<\/p>\n

But when you define specifically what your goal is and what type of data you will need to help you accomplish that goal, then it becomes a whole lot easier for you \u2013 or your IT teammates \u2013 to zero in on the data you need in that humongous haystack of data.<\/p>\n

It\u2019s also important to remember that data should never be an afterthought in whatever it is your working on. People often think of data as the end part, but data covers the beginning, middle, and end. It\u2019s not just what\u2019s in a spreadsheet. It affects core aspects of your business, impacting how you organize and how you lead.<\/p>\n

If you\u2019re a marketing director, to steer your department through today\u2019s heady opportunities and daunting challenges, you must own your data so you can lead and direct everything that the data influences.<\/p>\n

\"marketing\"Author Bio:  Scott East<\/strong>
Scott East, co-author of Cuttlefish Marketer: The Five Essential Traits of the Modern Marketer (www.cuttlefishmarketer.com<\/a>) is CEO and Co-Founder of MSIGHTS, which provides cloud-based marketing data integration services to some of the world\u2019s most sophisticated global advertisers.<\/p>\n

MSIGHTS services make marketers more efficient and successful by providing a single view of overall marketing performance with actionable insights on what works and what doesn\u2019t. The MSIGHTS cloud-based platform automatically collects and reconciles disparate data, making it immediately available to fuel a wide variety of analytical and visualization tools.<\/p>\n","protected":false},"excerpt":{"rendered":"

Why It\u2019s Important To Take Control Of Your Data In Today\u2019s Marketing By Scott East, Co-AuthorCuttlefish Marketer: The Five Essential Traits of the Modern Marketer (www.cuttlefishmarketer.com)<\/p>\n","protected":false},"author":15802,"featured_media":4822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3255],"tags":[],"coauthors":[],"class_list":["post-1187","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-archive"],"acf":[],"yoast_head":"\nTake Control of Your Data for Today's Real Estate Marketing<\/title>\n<meta name=\"description\" content=\"In today\u2019s world, relying on data can\u2019t be regarded as an add-on to the marketing process any more than technology can be. 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