Canopy IQ: CRM Data Integration

One of the most impactful ways Canopy IQ serves our clients is through fully integrating their mission critical performance metrics into a single, all-purpose cloud-based reporting dashboard.

Empowering our stakeholders to make smarter, data driven decisions by combining a full suite of key performance indicators into a unified “source of truth” requires that we accurately harmonize tens of thousands of data points and to interactively filter them based on customizable business intelligence and target outcomes. Designing a comprehensive marketing intelligence workflow empowers us to accurately contrast varying metrics through a common demographic over a period of time, which minimizes waste and maximizes opportunity.

Canopy’s investment in Datorama, a state-of-the-art analytics platform has been a key requirement to delivering trustworthy, long-term customer service. Removing assumptions was an initial step in achieving this objective; the second step forward was to ensure we delivered a reliable path to prospect conversion by understanding our core audience.

The above and below graphs are examples of third-party CRM data that have been successfully ingested and integrated with our Canopy IQ system.

Canopy IQ’s framework facilitates the ingestion of all third-party CRM data even if there’s no API available to streamline this process. Canopy can manually ingest other reporting inputs our partners may have within our campaign management systems, and to integrate them with other data sources on file. This process has proven to be extremely valuable because it simplifies what used to be a highly convoluted and time-consuming approach to data extraction and reporting.

Canopy IQ now delivers a remarkably accurate standard of data-driven insights for Senior Living operators that was all too often technically unfeasible and cost prohibitive.

Connecting separate Move in Activities and Deposits with campaign performance metrics has given our counterparts a clear view into exactly how their campaigns are delivering qualified leads and to the specific locations these leads are being driven. Understanding how advertising budgets deliver tangible value gives account managers more leeway in optimizing their lead generating strategies from a weekly, monthly, and quarterly basis.

The graph below displays how Canopy can compare campaign tracking in combination with the third-party CRM data our clients share with us. This unified view provides us with attribution into exactly how omni-channel leads are being driven into specific communities.

The first graph represents the total tracked form fills Canopy recorded against forms that we were able to directly track back to our paid advertising campaigns. As a stand-alone graph this helps give us and our clients clarity into how many forms Canopy campaigns are actually driving and the cost per lead. The second table is an example of third-party CRM data that displays qualified leads, deposits, actual move in activities, and demographic data. As a stand-alone graph this gives us and our clients deeper insights into how many of those form fills are qualified leads and the percentage of those initial prospects that convert.

The Senior Living Industry’s focus on conversions boils down to a primary KPI: increase the number of actual move ins.