“I dream of a management office for everyone.”
Today, we met Assistant Director Choi Ji-hye and Director Kim Yeol of the Apartment Eye apartment management group, which maintains the number one apartment life support platform by collaborating with DataS on everything from improving MAU to campaigns targeting customers who are not using the service.
Hello! What kind of service is Apartment Eye?
Apartment Eye is the number one platform for condominium life support, providing services to 12 million households in 30,000 complexes nationwide. We mainly offer services such as searching, analyzing, and paying apartment management fees for residents living in apartments nationwide. Recently, through apartment news, a community, we provide various services, such as allowing you to vote electronically or file complaints about apartments and send packages from your home or convenience store through the delivery reservation service.
What does the apartment marketing team do?
We are responsible for all aspects of apartment marketing operations. We are also conducting various collaboration activities, including setting marketing strategies based on sales points for each service provided, PLCC with credit card companies, and financial-related promotional programs. In August of this year, in collaboration with the Industrial Bank of Korea, we launched a financial product called ‘Carbon Zero Savings,’ which offers favorable interest rates if you save electricity. With a good purpose of practicing ESG, the detailed management fee analysis service provided by the apartment has been combined with the product. Good feedback, about 7,000 Apartment Eye members have registered for the carbon savings product within 4 months of its launch.
In addition, we are actively promoting mixed media through advertising on about 10 different media. Our goal is to carry out all marketing activities based on data.
Who is the primary target of the apartment service, and what are the most important key performance indicators?
The main target of the apartment is clearly ‘apartment residents.’ Since we target all people living in apartments nationwide and paying maintenance fees, the target scale is larger than expected. In the case of online campaigns, we mainly target people in their 30s and 40s. We inform them about our unique strengths in management and activities through advertising, while encouraging registration and retention of new members.
Our ultimate goal is to attract condominium residents nationwide to become members. Therefore, the number of registered members can be considered the most important indicator. Among these, we consider the number of new users (User Conversion) to be important. Since potential customers still pay maintenance fees through paper bills rather than mobile bills, we are focusing on attracting new users.
The second important figure is the retention rate. Because we believe that daily app usage is difficult due to the nature of the service, encouraging customers to return to the app is crucial. We are enhancing re-engagement by segmenting our target audience into existing members and selecting recent non-logged-in users. In addition to management fees, we believe that retention can only be maintained if there are truly useful services in daily life or a good user experience, so we are trying to improve the figures by checking retention rates/abandonment rates, and more.
Why did you choose DataS?
First of all, compared to other solutions, I think it is reasonable in terms of cost for the scope of analysis and functions provided. For new user volumes, an optimized tracking tool for CPA advertising campaigns that can provide various analytical data is needed. DataS was introduced with the expectation that it would be very useful because it can analyze details of custom event data and even extract large data. I was able to do that.
What advantages of DataS have you experienced when using it?
Like most solutions, what is important is getting support from the initial application, deployment, and use. DataS staff provide attentive service from the first time you think about using it to when you use it. If you have any questions about the features you are using, we quickly exchange feedback, and if there are any concerns that you don’t know how to solve, we think together and find the answers.
To explain in more detail, there were many fraudulent access visits from advertisements around the middle of this year. Since this was the first time I encountered this issue, I didn’t know how to view this fraudulent access traffic data and how to deal with it. We contacted DataS about this issue and were recommended to use the ‘Fraud Kill Chain,’ which can basically solve the problem of fraudulent advertising traffic. By adding the fraud kill chain feature, we can effectively filter out illegal traffic and prevent the effective leakage of advertising costs here.
I’m curious about how Apartment Eye uses DataS.
In addition to basic ad performance review, we are trying to understand more by building an analysis dashboard on a per-project basis. Recently, regarding improving retention rates and reducing the number of inactive members, it has been set as a KPI. In the case of DataS Audience Studio, you can ensure golden marketing time without developer assistance. Through Audience Studio, we are conducting campaigns to re-attract existing members by selecting users who have not logged in within a certain period. After running the campaign, marketers create their own dashboards to check how many return flows have occurred and how many deep link click rates there are.
When building dashboards or processing data, explanations in the help center or dashboard are written in simple sentences that anyone can easily understand, which is very helpful for understanding the solution.
Are there any other features of DataS that you are interested in besides the ones you are currently using?
It seems like a related story, but when thinking about inactive members, I became curious about which inactive members are actually the most likely to leave. I am interested in finding an answer to this issue using the Predict Churn feature.
I’m curious about your future goals.
First of all, this year we have achieved 100% of our desired goals. There is no doubt that this is the number one app among convenient apps for apartment life, and MAU has improved by over 18% after introducing Definery. Nowadays, checking maintenance fees by residents through monthly mailed bills is a matter of course, but in the future, the goal is for them to use the Apartment Eye app naturally. With the slogan ‘Apartment Eye, become my life,’ we are preparing not only the necessary ERP-linked services for daily life but also services for dealing with used items in condominiums so that it can become an app visited every day. We hope to receive your interest and support in the future