Top Marketers: A Data-Driven Source of Truth

From a marketing standpoint, Towne Properties relies on a “source of truth.” What is it? Their CRM. In this Top Marketers podcast, Anne Baum, director of marketing with Towne Properties, talks about what it was like to first identify a source of truth, then clean the data in it and then deploy it for the greater good of the company. Of course, there were some challenges. One of them? Identifying and fixing discrepancies. But after years of practice, Baum knows how to utilize her data systems best. In her role, Baum heads up the marketing department which supports more than 100 properties, four business units and 900 employees. She has been at the company since 2019, having previously served in industries including franchise, non-profit, SMB, reverse logistics and multifamily. Tune in to listen to Baum chat with Multi-Housing News Associate Editor Jordana Rothberg about all things data. After all, she does joke that data is her middle name. You’ll hear about: ·       Baum’s journey from aspiring archeologist to marketer (1:15) ·       The two things Baum is most focused on in her current role (4:00) ·       How to identify a “source of truth” within a company and why it’s so important (7:00) ·       Towne Properties’ CRM and the data systems the company uses (9:30) ·       Classifying and dealing with data discrepancies (13:30) ·       The process of cleaning data (18:20) ·       What marketers can do to increase lead to lease optimization through data (21:00) ·       How marketers can use data to drive change internally (23:10)