Case Study: DMB Associate’s Eastmark drives more visitor center visits with Zion & Zion digital media analytics

DMB Associate’s Eastmark predicts visitor center activity with Zion & Zion, explaining 41.8% of variance

Zion & Zion worked with DMB Associates' Eastmark, a massive real estate development, which faced the challenge of demonstrating the effectiveness of its digital media investments within an industry traditionally hesitant to shift budgets online. The specific challenge was to understand the impact of digital media on lower-funnel activity, particularly visits to its physical visitor center, which is a key metric close to a home purchase.

The solution implemented by Zion & Zion was a sophisticated statistical analysis of 31 media impression categories. The vendor's team used multiple linear regressions to identify a strong, statistically significant connection between display banner advertising on Zillow and Trulia and visitor center traffic. The results showed that for every 1,000 combined impressions on these sites, three visits were predicted two weeks later. Zion & Zion's best model, which used a two-week lag, explained 41.8% of the variance in visits, providing clear evidence of digital media's impact on this critical low-funnel metric.

DMB Associate’s Eastmark