Last week, in conjunction with our involvement at BIA/Kelsey’s #LEADINGINLOCAL, we announced our acquisition of Brandify—an industry leading platform that evaluates and provides specific recommendations to improve a company’s online presence. In the words of our CEO, Manish Patel:
“Our multi-location customers asked us to create a more comprehensive solution because they are faced with knitting together a patchwork of point products and services to protect their brand, improve visibility, local listing management, and local monitoring.”
We followed up that announcement with the first instalment of our four part blog series titled: Where 2 Get It Presents Brandify 360. In this series and over the coming weeks, we intend to focus on explaining how traditional elements of online brand management—like SEO, business listings, reviews and social media—can contribute to a company’s overall Brand Score, a proprietary measure of a brand’s online health which is the cornerstone of the Brandify 360 Platform.
In this, the second instalment of the four part Where 2 Get It Presents Brandify 360 series, we will focus on local listing management and how data quality can influence a company’s Brand Score.
Brand Score and Local Listings Management
How many times have you clicked on a business listing in search results that contained a bad phone number or incorrect address? At least once, we’d suppose, and in fact it’s likely more times than that. Missing, duplicate or inaccurate local data is actually a very common problem online.
Greg Sterling estimates that the opportunity cost of incorrect online business information is potentially in the multi-billions.
What’s more, 40% of mobile-users have admitted to turning to a competitor’s site after a bad mobile experience with a brand.
Match that with the statistics to the left from Google’s The Mobile Playbook and it’s easy to see how Greg comes to such a lofty estimate for lost opportunity due to poor business listing management.
You can begin to understand the challenge with maintaining data quality as it pertains to scale when you consider national chains and franchisees with multiple locations spanning entire regions. In addition, you can see the importance of the consumer’s experience in discovering and interacting with national brands on a local scale.
With Brand Score, the cornerstone of Where 2 Get It’s new Brandify 360 Platform, we’ve designed a proprietary algorithm which assesses hundreds of data points to measure the real-time performance of your online brand—including the accuracy of your business listings.
In the Insights > Brand Score tab, brand managers are able to see a high level overview of the role that the data quality of all brand locations (in the example below, 310 locations) is playing in their overall Brand Score. This demonstrates the ability of the Brandify 360 Platform to approach a far reaching variable like data quality for multi-location brands at scale.
Drilling down deeper, through the Insights > Data Quality tab on the Brandify Dashboard, brand managers can determine the efficacy of their data quality across search and listing services by monitoring important factors like: missing locations, bad address or phone numbers (a.k.a. NAP or citations), unclaimed locations, or a bad website link per platform. Going even deeper, by clicking into these specific platform and variables, the user will gain insight into the exact brand locations influencing the data quality.
The Brandify 360 Platform also provides specific recommendations relating to these elements of data quality making it super easy for brand managers to quickly find and fix issues in local listings and ultimitaely making local listing management for multi-location brands efficient and scalable.