JC Hart's Marketing Spend Becomes More Efficient Through Customized Multi-Location Dashboards

JC Hart, an Indianapolis-based property management company with over 20 luxury apartment communities, was spending thousands each month on online marketing. With such a heavy investment, it was imperative that they spend as efficiently as possible. The problem was they didn’t have the data to back their decisions or to justify any major marketing changes. With a different website for each apartment, the tracking of visits, leads, phone calls, and conversions was a big challenge. Without a proper data infrastructure, they could not properly calculate the return on their marketing efforts.

A thorough audit allowed us to identify gaps in JC Hart's analytics and establish data points, goals, and events that would provide valuable business information. From this information, we implemented tracking with one Google Tag Manager container across all sites. Such a setup allowed for easier updating and event creation and reduced the chance of mistakes. Finally, we built two comprehensive dashboards for JC Hart, which included data from Google AdWords, Facebook, and their websites. The executive dashboard was a rollup of all of the properties so they could have a bird’s eye view of performance. The property dashboard showed how each community was performing on an individual basis while offering more granular data.