When Realtors hear the term analytics, many think of website metrics. But analytics "are everywhere, not just on the Web," says Adam Wiener, Redfin's vice president of analytics and new business. Utilizing analytics can help improve offline marketing efforts, for example. "Think about just listed and just sold cards," Wiener says. "Imagine you sent out 100 of these for every listing and it cost you $200 and a bunch of your time. You want to know how many transactions and referrals called you from the postcard to see if it is worth doing. Just use a pen and paper and break down the stages, no fancy tools required." Wiener was one of several fantastic analytics experts sharing their insights on a panel I had the pleasure of moderating at the Real Estate Connect conference in San Francisco entitled, "Analyze This: Developing the Right Digital Analytics Strategy." The panel also included Jim Marks, co-founder and CEO of Virtual Results; Hi...
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