Real Estate｜CDP × MA: Using Big Data to Uncover Prospective Buyer Needs

✏️ Project Background

Real estate purchases involve long consideration periods and complex decision-making journeys. Prospective buyers may interact with the brand across multiple touchpoints — website, LINE, phone, and offline events — each at a different stage of intent, with varying budgets and motivations. This makes it resource-intensive for marketing teams to identify and prioritize high-intent leads. The absence of a unified customer ID further complicated matters, making it difficult to track complete customer journeys, personalize communications, or gain a holistic view of customer behavior.

📍Project Goal

Within limited marketing resources, identify high-potential leads and drive implementation of Adobe Marketo & Adobe Experience Platform — leveraging data segmentation and marketing automation to build an efficient customer nurturing process that empowers both marketing and sales teams to close deals more effectively.

• Strengthened audience segmentation by establishing a unified customer profile, consolidating cross-channel data to give the marketing team a precise, real-time view of each customer.

• Built automated marketing journeys with multi-stage nurturing flows, delivering content tailored to each customer's decision stage.

• Partnered with Crescendo Lab to connect LINE Official Account and SMS, creating a localized marketing automation layer to maximize engagement, conversion, and data capture

🎯Outcome

• Unified multiple marketing channels, significantly improving campaign efficiency and operational flexibility.