{"id":51553,"date":"2021-09-28T14:34:22","date_gmt":"2021-09-28T14:34:22","guid":{"rendered":"https:\/\/www.yardi.eu\/?p=9687"},"modified":"2026-03-10T15:27:07","modified_gmt":"2026-03-10T15:27:07","slug":"data-is-only-effective-when-you-have-a-strategy-in-place-to-use-it","status":"publish","type":"post","link":"https:\/\/www.yardi.com\/blog\/en-gb\/data-is-only-effective-when-you-have-a-strategy-in-place-to-use-it\/","title":{"rendered":"Innovation &amp; Technology \u2013 Data in Real Estate"},"content":{"rendered":"<div class=\"wp-block-image\">\u00a0<\/div>\n<p>Yardi\u2019s Richard Gerritsen sat down with Kirsi Simola-Laaksonen, chief information officer for Citcon, Nick Wright, head of digital sales for CBRE and Andreas Hoffman, managing director for Cromwell at the EPRA Conference 2021 to discuss the topic of data.<\/p>\n<p>In the past as an industry, we\u2019ve spoken about data at events, in person and online, and have always said \u2018data is important,\u2019 however, we don\u2019t discuss why data is important or what we can do with it to make better-informed business decisions.<\/p>\n<h2 class=\"wp-block-heading\"><strong>\u201cWe need to change our mindset about data\u201d<\/strong><\/h2>\n<p>Gerritsen begins by mentioning how we have a flawed way of thinking about data and that it\u2019s based on when data wasn\u2019t easily available, so you\u2019d choose what you thought was relevant, and you\u2019d make decisions on aggregated data that was out of date by the time you\u2019d access it.<\/p>\n<p>\u201cBig data \u2013 everyone talks about it but no one really knows what it is and because we don\u2019t know what it is, we think everyone else is doing it and because we don\u2019t want to fall behind, we all claim we are doing it too,\u201d explained Gerritsen.<\/p>\n<p>Addressing the panel, Gerritsen asked, \u201cWhen we talk about data and sharing data functionality, collaborating, not only with our service providers better, but also internally with our own organisation\u2026would that improve the level of decision making and therefore improve your NOI?\u201d.<\/p>\n<p>Simola-Laaksonen responded saying, \u201cA big yes from my part. Collaboration for me is putting our heads together and figuring out the solution that is not only beneficial for one party but for several. We\u2019re producing something that\u2019s of value for all \u2013 how does data fit into that? We always need data from various sources to make more informed decisions. The more data you have, the more you are able to validate your assumptions of reaching that goal.\u201d<\/p>\n<p>Speaking to Hoffman, Gerritsen asked if Cromwell had figured out what data they need for its management decisions, or if this would be a more in-depth journey. \u201cI support the view that more data would help make right decisions and less costly decisions, but it\u2019s a big challenge for us to get access to the data and organise the flow of data,\u201d Hoffman replied.<\/p>\n<p>Hoffman continued to say that he believes human interaction is an important part of real estate and it will remain an important part, however, with an analytical approach they would better understand the potential of the asset.<\/p>\n<h2 class=\"wp-block-heading\"><strong>Human Interaction \u2013 Is it still needed?<\/strong><\/h2>\n<p>The real question behind the use of data, is human interaction still needed or can you solely use extensive data to make those decisions?<\/p>\n<p>Wright believes, \u201cThe data we have at the moment is there to support decisions. Clients are looking for decisions and support in everything they do, and those are ESG driven. We need the data to support those decisions as some of it is unknown as it\u2019s not information we\u2019re readily accessing or using in a traditional format. That combination of data and people is where we are today.\u201d.<\/p>\n<p>Hoffman expressed, \u201cMy vision is that the use of data and tools will significantly increase, and it\u2019s not just the sheer amount of data or \u201cbig data\u201d, it\u2019s having the intelligence in place that shows you the pattern in the data and trends in the data.<\/p>\n<p>I would predict for real estate that data and analysis will have a higher share in the future, but you still have to teach the machinery the correlations and have a say and input your experience. So, the human being will still have a fair share of that,\u201d Hoffman continued<\/p>\n<h2 class=\"wp-block-heading\"><strong>Static vs Dynamic data<\/strong><\/h2>\n<p>Gerritsen asked Simola-Laaksonen what level of data generation is currently there for shopping centres and what may be there in the future in regard to static vs dynamic data. Simola-Laaksonen stated that live data would be the way to go and further down the road, predictive data that is relevant to the consumer.<\/p>\n<p>\u201cWe need to bring certain values and benefits and anticipate their needs.\u201d Simola-Laaksonen gave an example of anticipating the weather forecast and times of the year and using that information to remind the consumer to buy winter boots for their children, \u201cThat\u2019s the way we can actually produce value and make the person feel that it\u2019s easy to do shopping in our centres,\u201d Simola-Laaksonen continued.<\/p>\n<h2 id=\"h-it-s-going-to-take-time\" class=\"wp-block-heading\"><strong>\u201cIt\u2019s going to take time\u201d<\/strong><\/h2>\n<p>The main takeaway from the discussion is that it\u2019s going to take time. Gerritsen posed the question, how will this ultimately have a positive effect on your NOI? And Simola-Laaksonen explained that it won\u2019t be immediate, but it comes down to our own habits as consumers and how these take time to change.<\/p>\n<p>However, as we know technology evolves quickly and our ways of working change rapidly, so as an industry, can we be patient or should we start planning to adapt already?<\/p>\n<p>Wright believes we can, data is seen more of a USP as we aren\u2019t collaborating and sharing that data publicly yet, however, patience may run out as we seek newer data. He went on to say how CBRE are already using location analytics data to help occupiers look for new office locations and scan different data sets to help with decision making. However, he believes that type of data isn\u2019t ready yet. \u201cCan we be patient? Yes. Because we\u2019re beginning to get used to how this data helps us drive decisions. No, because we all want to get ahead. We want to be the person first person there, but until we\u2019ve got those capabilities and we\u2019re comfortable with using that data and understand the use cases and can show those case studies, patience is just going to have to be there. That\u2019s just the nature of the industry until we get to that point,\u201d Wright explained.<\/p>\n<h2 class=\"wp-block-heading\"><strong>\u201cIn terms of sustainability, we can\u2019t be patient\u201d<\/strong><\/h2>\n<p>In terms of sustainability, the panel agreed they can\u2019t be patient and the way they look at data needs to change. Hoffman stated, \u201cWe need the data and the tools and we have to digitise our processes.\u201d<\/p>\n<p>Simola-Laaksonen added, \u201cNowadays things evolve exceptionally fast. We simply cannot use the same information we\u2019ve used in the past to decide what data to use. That\u2019s just the way it is. So, as to relevance, who makes the call, I think whoever has the need should make the call.<\/p>\n<p>We first need to formulate the idea, the issue, the problem, the benefit, whatever the goal is that we want to achieve. We first formulate that. And then we go out there with an open mind to look at what we have,\u201d Simola-Laaksonen continued.<\/p>\n<p>The future of data is expansive and maybe we can be patient for now, but as an industry we need to be ready to evolve and change our ways of working if we want to keep up with the future of real estate.<\/p>\n<p>The way we gather, view and use data needs to change because every piece of data can be effective and help improve your business decisions if you have the right strategy in place to use it.<\/p>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00a0 Yardi\u2019s Richard Gerritsen sat down with Kirsi Simola-Laaksonen, chief information officer for Citcon, Nick Wright, head of digital sales for CBRE and Andreas Hoffman, managing director for Cromwell at the EPRA Conference 2021 to discuss the topic of data. In the past as an industry, we\u2019ve spoken about data at events, in person and [&hellip;]<\/p>\n","protected":false},"author":897,"featured_media":51120,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_s2mail":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3463,3497,3387,3386,3464,3466,3456,3467],"tags":[],"class_list":["post-51553","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-asset-management-en-gb","category-build-to-rent","category-commercial","category-investment-management","category-logistics-en-gb","category-office-en-gb","category-residential","category-retail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v24.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Yardi Blog<\/title>\n<meta name=\"description\" content=\"Yardi&#039;s Richard Gerritsen sat down with experts from Citcon, CBRE and Cromwell at the EPRA Conference 2021 to discuss data in real estate.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.yardi.com\/blog\/en-gb\/data-is-only-effective-when-you-have-a-strategy-in-place-to-use-it\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Innovation &amp; 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