location intelligence 2014
DESCRIPTION
With the large influx of data such as transaction, interaction, and discrete information it is becoming increasingly more difficult to harness the power of big data to make insightful strategic decisions. This deck presents "The Digital Opportunity" that lies within the issue.TRANSCRIPT
Location Intelligence 2014
Where 2 Get It
►16 Years in Business
►Serving more than 500 Brands
►4.5 million managed locations
►20 million analytics rows inserted daily
Our Clients
Fast Facts
53% 100 MM 6.2 MM
75,0004.5 MM +1 Billion
% Mobile TrafficLocal Landing Page
VisitsLocal Landing Page
Actions onGoogle+ Local
LocalTransactions
ManagedLocations
ClaimedProfiles
Mobile Searches = Local Searches
94% 84%
Of smartphone usershave looked for local info
Have taken action as a result
Looked up business or services on map or got
direction
47%
@where2getit
94%Of all traffic comes from
Mobile Devices
W2GI Traffic
Search for location information
at least once a week
Searching for local information on a daily
basis
53% 58% 27%
@where2getit
Path to Purchase
@where2getit
@where2getit
Smartphones
Feature Phones
Tablets
PC
Other
Consumers can access your local content from any of these devices…
Local Digital Marketing Reality
@where2getit
Someone searching for you might use any of these services… and many more
Local Digital Marketing Reality
3 Mega-Trends in Local Advertising
+ +
Social Local Mobile@where2getit
The Digital Opportunity
1 Billion+ impression/yearPotential Display
30 Million+ visits/yearPaid Search Traffic
20 Million+ visits/yearExpanded Local Search
10 Million+ visits/yearCurrent Local Search
1 Million+ visits/yearBrand Site
@where2getit
The Old Way
The New Way
Brand’s Challenge
1000LOCATIONS
x x
NOT SCALABLE@where2getit
Location Fragmentation
National Brand Location Quality
Data Quality – Challenge
MissingLocations
BadAddresses
BadPhone #’s
PoorGeocodes
Duplicates
13% 44% 5%
14% 4%
@where2getit
Data Cleansing
@where2getit
Data Cleansing
DataValidation
Transformation Address CleansingPhone Cleansing
DeduplicationGeocode
Thresholds
Verify address data is in proper format and complete
Convert data into properthird party sites’ format
Check address and phone dataagainst local postal data
Identifies duplicates in yourdatabase
Gate records below a set acceptable Geocode level
Fragmentation of Local Data
Data Overload
Visits
Check-ins
Likes
Impressions
Sent to
Searches
CTR
Send to
Phone
Page Views
Local Intelligence Challenge
@where2getit
Email Info Video Views Searches Phone Info Tweets Profile Info Purchase History
BIG DATA
Your Company
@where2getit
Big Data ►Data sets that are too large and complex to manipulate or
interrogate with standard methods or tools.►Aggregating data sets to provide valuable insights that you can’t
get by looking at them separately
Transaction Data
InteractionData
BIG DATA
@where2getit
Current Issue
With the large influx of data such as transaction, interaction, and discrete information it is becoming increasingly more difficult to harness the power of big data to make insightful strategic decisions.
@where2getit
Retail Store Example
►Algorithm to detect when women were pregnant►Tracked purchases of items such as unscented lotions►Offered special discounts and coupons
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Credit-Card Company Example
►Found associations to help determine risk of default
►People who buy anti-scuff pads for their furniture
►More likely to make their payments
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Google Example
►Analyzed clusters of search terms by region in the United States to predict flu outbreaks faster than was possible using hospital admission records
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Identify and Collect Local Data
Visualize to Tell a Story
Take Action!
Local Intelligence Foundation
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Raw Data
Client Locations
Geo Dimension
Visualize
Take Action
Our Solution
@where2getit
Introducing Brandify – Big Data solution for Local Marketing
►Brandify• Social Media data• SEO Data • Locator Data• Local page Data• Review Data • Competitor Data
►Analysis for all locations►One easy to understand score
@where2getit
W2GI Local Marketing Platform
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W2GI Strategy
Brand Score Dashboard
►High-level and granular visibility into the performance of your locations online.
►Drill down at National, Regional or Local Level
►Brand Score includes:• Listing Analysis• SEO Analysis • Social & Review Monitor • Competitor Dashboard
AverageLow High
►Brand Score is calculated through a proprietary algorithm that can be further customized to include outside sources of data & including in-store sales,
►The current Brand Score algorithm consists of 220 variables grouped into four primary categories: Data Quality, Social Engagement, Reviews, SEO.
The Brand Score Algorithm
850
450
Social Engagement
Local SEO
Reviews & Comments
Local Landing Page Performance
Competitor Benchmarking
Enterprise Define Variables
553
►Brand Score is a numerical indication of the strength of your online brand.
►Updated weekly for every location and evaluating over 200 online and offline signals, Brand Score provides instant insight into your brands local and national performance.
►Brand Score can be customized to meet your unique business rules
Brand Score Competitive Benchmarking
Brand Score Platform
► Real-time monitoring and evaluation of all aspects of brand performance, from SEO to Social► View and drill-down at a National, Regional or Local Level
Brand Score Dashboard
Brand Score Platform
Competitive Advantage with Real Time Service
Brand Score
Internal Data
External Data
►Gain visibility into Real time situations
►React to situations in real time as they happen
►Satisfy stakeholders faster►Create valuable insights
Customer Satisfaction
Customize Score
►Over 200 customizable Factors ►Include Internal Data• National, Regional or Local Level• Sales and Revenue Figures
►Real-time monitoring and evaluation of all aspects of brand performance, from SEO to Social.
Email Info Video Views Searches Phone Info Tweets Profile Info Purchase History
BIG DATA
Your Company + Brand Score
Powerful Decision Making
Our Process
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Visualization
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Breaking out of Excel | Local Analytics
Channel PerformanceClick-through toMapped View
Total Channel PerformanceAcross Time
Executive Dashboard
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Locator Page Views – Q1 v Q2 2013
Bubble ShowsAverage ratingsPer City
Ratings & Reviews – City View
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Store BubbleShows AverageRating for theLocation
User Clicks-throughTo view reportsFor the location
Ratings & Reviews – Store View
@where2getit
11 Visualize at Scale
22 Monitor per Location
33 Respond to Negative Reviews
11
22
33
Ratings & Reviews – Location
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Calls per location
Map interaction by user
Driving directions request
Click-through to coupon
Closer ROI tracking
Advanced Analytics
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Compare your performance to industry peers
Normalize your performance with census data
View your page rank positionsView ratings & reviews per location
Additional Use-cases
Review Monitor
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Visits YTD Cost Per VisitCost YTD
PPC
Local Pages
3 MM $2.5 MM
5 MM $250 K
$.80
$.05
ROI – Why go Local?
@where2getit
Final Takeaways
►Real time service = competitive advantage ►Brand score generates unique insights • Data Quality• Local SEO• Competitive Benchmarking• Social Engagement• Review Monitoring• Advertising
►Simplify the solution ►Local Marketing is very cost effective
@where2getit
