Senior Marketing

Driving Performance for One of the Largest Senior Living Providers in the Country

Reviewing data on a tablet

CHALLENGE

One of the nation’s largest senior living providers faced challenges in making timely, data-driven decisions that improve performance optimizations and directly connect to business outcomes; due to the lack of integrated data across a wide range of diverse platforms.

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APPROACH

Solutions Architecture at Orchard is a strategic approach to understanding, calibrating, prescribing, and leading the deployment of multiple marketing and advertising technologies to drive an integrated, actionable understanding of marketing performance. And it turned out, this service offering was exactly what the organization needed to better understand performance measurement across 65+ communities. The Orchard team led the complicated, multi-system integration with platforms that include traditional Salesforce CRM, Pardot, Google Analytics, website forms, website chat tools, and media and advertising data from platforms like Google Ads, Meta, programmatic DSPs, and more.

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WHY IT WORKED

Our Solutions Architecture work enabled the flow of data that the organization’s leadership and partners now use to understand business drivers and optimize for improvement across the mix. The myriad of data sources were pulled together in a common data warehouse, with disciplined naming conventions that allow for reporting and analysis across the business. That data warehouse feeds an interactive dashboard, allowing teams to quickly cut to the data they need to tell the right stories and make the right decisions.

Outcome

The enhanced data capability led to significant improvements in both operations and performance, including:

  • Streamlined workflows around reporting, saving time and money
  • Maximized value from each independent technology platform
  • Benchmark development that enables marketing focus to shift to the communities with greatest opportunities
  • Detailed conversion reporting, impacting tactical marketing decisions and improving cost per lead
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