Multifamily's Attribution Problem Finally Has an Answer | The Intelligence Fabric Podcast (Ep. 2) скачать в хорошем качестве

Multifamily's Attribution Problem Finally Has an Answer | The Intelligence Fabric Podcast (Ep. 2)

Multifamily attribution models are shaping how marketing spend and capital allocation decisions are made across portfolios. In this episode, we explore why attribution in multifamily may need to shift toward contribution modeling. --- For years, the multifamily industry has debated first-touch vs last-touch attribution. But prospect journeys are no longer linear. Today’s renter may interact with an ILS, Google search, retargeting ads, reviews, social media, AI tools, and in-person visits before ever submitting a guest card. Assigning full credit to a single source oversimplifies a nonlinear journey. In this episode of The Intelligence Fabric, Mike Brewer discusses: Why traditional multifamily attribution models fall short The difference between attribution and contribution modeling How journey stitching changes marketing insight Why milestone-based measurement (guest card, tour, application, lease) matters How signal orchestration improves capital allocation decisions Why AI operating on siloed data accelerates confusion instead of clarity This conversation reframes marketing analytics from “who gets credit?” to “what moved the prospect forward?” Better contribution modeling leads to better spend allocation, better optimization decisions, and ultimately stronger NOI outcomes. About The Intelligence Fabric The Intelligence Fabric explores how intelligence moves through multifamily organizations — and why structure, context, and signal stitching matter more than dashboards alone. Links 🔗 Learn more about Intelligence Fabric: https://hyly.ai/ 🔗 Connect with Hyly.AI: https://hubs.la/Q04253Gm0 🔗 Read the LinkedIn thread referenced in this episode: https://www.linkedin.com/posts/urbane...