Three Metrics to Evaluate Local Brand Relevance

Jasmeet Babra | May 5, 2016 2:13:45 PM

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The customer journey is fragmented, to say the least. With literally any online touchpoint serving as a possible driver of local traffic, it can be especially challenging for enterprises to properly direct customers to store locations. The intent to visit a store is 50% if it comes from Mobile, so before your store location information fails a customer, evaluate your local brand relevance to strengthen your mobile visibility strategy.
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Local brand relevance
refers to a brand’s ability to not only reach and connect with consumers when and where they want, but also to stay agile in satisfying ongoing consumer needs. Below are three distinct metrics to assess when determining your brand’s local relevance:

  1. Mobile Locator Drive-In Rate

    First, evaluate your brand relevance on a mobile store locator. Mobile store locators allow customers to navigate from online to offline more seamlessly using features like driving directions and store information. According to Google, 68% of consumers click get directions or call button on these locators after performing a local search. But as a brand, you want to know how many of those consumers actually came from your hosted mobile locator.


    First, it is key is to note the number of users who load driving directions. We can assume that high-intent mobile consumers have loaded directions in order to route themselves to a store location. Second, total any additional interactions with the mobile locator itself like searching, calling/emailing the store as aggregate locator engagement. Aggregate locator engagement  will depends on your marketing objectives.  

    To calculate a Mobile Locator Drive-in Rate, take the number of times a consumer loads driving directions on your mobile locator and divide it by the aggregate locator engagement for a particular time period. If you have 110 people requesting driving directions out of total engagement of 289, the Mobile Locator Drive-in Rate would be 0.38 or 38%.

Locator_Drive_In_Rate.jpgYour mobile locator drive-in rate helps you determine if engaged mobile customers are being driven to store locations--a major part of local relevance.

  1. Local-Social Referral Rate

    Next, assess relevance through local-social engagement. If a mobile customer is visiting your local pages, they are in the research process and need to be nurtured to visit your store location. One way to start nurturing this type of user before even entering your physical location is to take a cross-channel approach and engage them through your local-social media channels. Gauge your current Local-Social Referral Rate to start improving this process.


    In obtaining a Local-Social Referral Rate, you will need to have integrated local-social links into your local pages. Otherwise, you have zero flowing traffic between channels.

    You must gather the number of page visits for your local pages within a certain time period, the number of clicks on your local-social links (or referrals being tracked from your local-social properties), and check ins on your local-social pages. Divide the number of check-ins by the number of page visits or referrals through local pages to get your Local-Social Referral rate.

    Local relevance when it comes to social engagement is all about building a cross-promotional strategy. Omni-channel customers have a 30% higher lifetime value than those who shop using only one channel. If a customer is not being guided across your local and social channels, you have missed an opportunity to guide them into a physical store and build a long-term relationship.

  2.  Sentiment Rating

    Finally, determine local relevance through the sentiment of your mobile customers. Sentiment indicates how consumers are feeling about a brand online, mostly through reviews, check-ins and comments posted on social sites like Yelp, Facebook and Foursquare or even local pages. By building out a firm sentiment-rating scale, you can determine strategic ways to improve the customer experience for customers in store and for other Social users online.

    Gauging Sentiment
     First, it will be crucial to track layers of keywords that are relevant to your brand and its locations. After tracking the right keywords and phrases, you must aggregate the results by social/review channel. After this, feed this data into an analysis engine to determine a scale of polarity (-1 or +1) to assign numeric values to the identified keywords you are tracking.Sentiment_Scale-1.jpg
    Below is an example of what this data would look on a sentiment scale. By developing this scale, you are able to concretely determine which comments are more positive, neutral (mixed sentiment) or more negative based on the selected keywords. sentiment is positive or negative for your selected keywords.

    By continuously gauging sentiment on a scale like this, your ability to satisfy ongoing customer needs will change drastically. 

    To become locally relevant to customers, your current strategies for locators, local pages, social media and reviews will need to all cater to mobile users. Your ability to measure your current strategies like this that will help you to determine if the current investments you are making in your online presence, mobile friendliness and social media are effective in driving online-to-offline engagements and servicing customers.

    Benchmarking these metrics and more is what Brandify does to ensure that marketers are consistently fulfilling objectives and achieving the best ROI. To see how you can start integrating these metrics, download this free formula template:

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Jasmeet Babra

Jasmeet Babra

Marketing Data Analyst at Brandify

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