In the most recentBrand Battle published by Street Fight, Brandify pitted two national brands against each other to measure the effectiveness of their online presence. In this Brand Battle analysis, Brandify’s Director of Product, Damien Rollison, breaks down the components of Starbucks vs. Dunkin’ Donuts for a clearer view of just what Brand Battles are measuring and how they relate to data-driven local marketing strategies as a whole.
Data quality is assessed by compiling a comprehensive list of the brands' locations and analyzing that data against major local listings sites, such as Google, Bing and Foursquare. Local SEO analysis includes owned properties, such as usability, content accessibility, design and load time of brand websites, store locators and local landing pages.
Brandify uses APIs to check for review content across major review sites, and determines the quality of reviews based on star ratings and review sentiment, which is found through positive and negative keywords in reviews. Advertising is assessed based on ad budget and opportunities to advertise locally, and social engagement is determined by looking at a brand’s social activity and the engagement that it is garnering among fans.
For a more in-depth look into Brand Battle analysis, read the full article below.