8:30-9:30 a.m

67-G. Marketing Data for CEOs: What are All These Numbers Telling Me?

Marketing and sales teams often provide CEOs and senior living executives with a range of data to support their conclusions about how effectively their organization is attracting, engaging, and converting consumers. But what do these numbers mean, and how can you use them to ask the right questions, generate new inquiries and increase sales? This session is designed for executive leaders who want a clearer understanding of the difference between an inquiry and a lead, what a conversion rate is and isn't, and how to act on this information. Presenters will also explain the difference between marketing and sales teams and how they should work together to maximize results. You'll leave prepared to make informed decisions that will boost your organization's performance.

• Wes Meltzer, Vice President of Marketing and Communications, Springpoint Senior Living — Wall Township, NJ, US
• Marissa Burkhardt, Chief Strategy Officer, Fountain Digital — Seven Hills, OH, US
• Cliff Karklin, VP of Performance and Analytics, Fountain Digital — Seven Hills, OH, US