Connectivity Webinar: How Data Aggregators Bring More Customers to Local Businesses
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Transcript of Connectivity Webinar: How Data Aggregators Bring More Customers to Local Businesses
How Data Aggregators Bring More Customers to Local Businesses
PRESENTER: Joe Lazure CO-PILOT: Josh Ades
#ConnectivityData
Connectivity Josh Ades Content Marketing Manager BUSINESS OBJECTIVES FOR CLIENTS: Provide marketers with engaging content that focuses on the specific needs of businesses that have physical locations BIO: - Former co-leader Los Angeles Hubspot user group - Joined Connectivity in 2014 to oversee content creation and strategy - Drives online leads (and a purple car)
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Infogroup Joe Lazure Vice President, Bulk Update – Listings Management Solutions BUSINESS OBJECTIVES FOR CLIENTS: Focuses on working with leading companies in SEO, SEM, CRM and Major Brands to manage how listings appear in Search, Navigation and Mobile. BIO: - 16 years with Infogroup - Business degree from University of Omaha, Nebraska - Part of a development committee for local radio station KVSS
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Follow us: @connectivityinc @Infogroup
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Agenda 1. What data aggregators are 2. What aggregators do for
your business 3. Strategies to be sure your
data gets published online 4. Bring more customers / ROI
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What data aggregators are
1
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1. IMPORTANCE OF LOCAL SEARCH
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1. WHAT DATA AGGREGATORS ARE
Data aggregator is a type of data and information mining process where data is searched, gathered and presented in a report-based, summarized format to achieve specific business objectives or processes and/or conduct human analysis. Data aggregation may be performed manually or through specialized software.
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1. WHAT DATA AGGREGATORS ARE
• Create a master database of all businesses in a given geography. • Bring it all together, clean it up and make sure it’s classified/
categorized properly
Publishers rely local business information as well as the distribution, manufacturing and headquarter location data. This information isn’t readily available, so it’s valuable information the publishers need.
What’s their value?
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What aggregators do for your business
2
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2. WHAT DATA AGGREGATORS DO
Compilation • Government Sources • Public Company
Filings • Utility Information • Tourism Directories • Web Compilation & RSS Feeds
• Partner Feedback • POI Compilation • 5 MM Merchant Submissions • 4,300 Phone Books • Daily QA checks
Business Compilation: 15 to 20 week detailed process per region across the US!
40 Years of Experience in
Compilation and Verification
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2. WHAT DATA AGGREGATORS DO
Address Standardization & Hygiene • National Change of
Address (NCOALink) • Delivery Point
Validation (DPV) • Locatable Address
Conversion (LACSLink)
• Delivery Sequence File (DSF2)
• ACE Software • 92% of addresses
receive a zip+4
Business Compilation: 15 to 20 week detailed process per region across the US!
40 Years of Experience in
Compilation and Verification
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2. WHAT DATA AGGREGATORS DO
Phone Verification • 30 Million Calls Per Year
(includes automated disconnect calling)
• Specialized Calling Groups for Large Business, New Business and Specialty Files
• Custom scripts for POI categories
• QA monitors phone calls daily
Business Compilation: 15 to 20 week detailed process per region across the US!
40 Years of Experience in
Compilation and Verification
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Standardization of Elements & Duplicate Removal
2. WHAT DATA AGGREGATORS DO
KEY ELEMENTS STANDARDIZES: • Business Name • SIC Code / Category • Franchise/Brand
DUPLICATE REMOVAL: • Compare new file to old file
to identify duplicates
Business Compilation: 15 to 20 week detailed process per region across the US!
40 Years of Experience in
Compilation and Verification
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2. WHAT DATA AGGREGATORS DO
ENHANCED CONTENT APPLIED: • Photos • Hours of Operation • Credit Cards Accepted • Toll Free • URLs
• Happy Hours • Top Plates • 3rd Party Content such
as parking and menus
Enhanced Content
Business Compilation: 15 to 20 week detailed process per region across the US!
40 Years of Experience in
Compilation and Verification
#ConnectivityData
2. WHAT DATA AGGREGATORS DO
Final Quality Check • Database checked one
last time by QA Staff before release
• Experienced QA & Compilation Staff Drives Quality Data
• Average tenure is over 5 years
• Compilation staff bonuses based on 99% accuracy
Business Compilation: 15 to 20 week detailed process per region across the US!
40 Years of Experience in
Compilation and Verification
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Strategies to be sure your data gets published online
3
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Social Media Links Facebook, Twitter, etc.
Products & Services
Brands i.e. Nikon, Sony, etc.
Keywords Accounting, Auditing, etc.
Restaurants Catering, Valet, etc.
Golf Courses Caddy Svc, Private/Public
Museums Art, Children’s, History, etc.
Hotels Pet Friendly, Shuttle, etc.
Storefront Photos And Many More!
The more information your clients provide, the easier it is for people to find their business and communicate with them. Make their listing stand out with:
3. STRATEGIES TO BE SURE YOUR DATA GETS PUBLISHED
Enhanced Content
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3. STRATEGIES TO BE SURE YOUR DATA GETS PUBLISHED
Real-Time Data Collection
Line of Business Telephone Change
April May June July
Phone Clients
Analyst Crawl
URL Change Executive Change
Real-time data updates are collected from our data quality team, our applications, our clients, and our client’s applications.
Each data point is tracked at the element level, including source, time, and prior values.
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ALLSTAR TIRES 3150 W Broadway, Council Bluffs, IA 51501, (712) 322-0743
KEY DATA ELEMENTS:
Business Categorization AMICI ITALIAN GRILL
401 W Main St, Avon, CT 06001, (860) 677-7089
PRIMARY LINE OF BUSINESS: Tire-Dealers-Retail (SIC: 5531-23) FRANCHISES/BRANDS/SPECIALTIES INCLUDE:
• Bridgestone • Dunlop • Goodrich
• Gozodyear • Michelin • Uniroyal
PRIMARY LINE OF BUSINESS: Restaurants (SIC: 5812-08) FRANCHISES/BRANDS/SPECIALTIES INCLUDE: No franchise INDUSTRY SPECIFIC CODE: Italian
3. STRATEGIES TO BE SURE YOUR DATA GETS PUBLISHED
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Search Visibility at the Individual Professional Level Infogroup has unique coding that search engines use to publish professional listings at the individual level, resulting in greater visibility for the organization.
The Individual / Firm Code field helps publishers identify
if the record represents a professional individual versus
the main firm listing. (1= Individual / 2 = Firm)
The Infogroup ID Number provides a unique identifier for each business in the Infogroup database.
Site Number designates related businesses at one site, identifying the primary business. If the
Infogroup ID # and Site # are the same, then the record is the primary business at the site. If the Infogroup ID # and Site # are different, then the record is a secondary
business at the site.
AS APPEARING IN INFOGROUP’S DATABASE
3. STRATEGIES TO BE SURE YOUR DATA GETS PUBLISHED
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Ability to Submit Brands at Existing Businesses This was a test in getting an unmanned location listed like Blue Rhino. The only delay was having two company names in one. The publishes prefer the main company name, with the anchor/ host company name in separate field. We review these types of kiosk type locations on a “case by case” basis where it’s review and approved by our database team.
AS APPEARING IN KEY LOCAL SEARCH ENGINES!
3. STRATEGIES TO BE SURE YOUR DATA GETS PUBLISHED
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Corporate Linkage TACO BELL CORP SUBSIDIARY LOCATION IGID # 200051886 Sub # 200051886 Parent# 959792284 Irvine, CA - 6,007 Branches
TACO BELL CORP BRANCH LOCATION IGID # 829717610 Sub # 200051886 Parent# 959792284 1345 Tuskawilla Rd, Winter Springs, FL (407) 695-8226
PIZZA HUT CORPORATE OFFICE SUBSIDIARY LOCATION IGID # 425672706 Sub # 425672706 Parent# 959792284 Plano, TX - 9,106 Branches
PIZZA HUT BRANCH LOCATION IGID # 690953575 Sub # 425672706 Parent# 959792284 4416 W 7th St, Glenwood, AR (870) 223-7575
KFC CORP SUBSIDIARY LOCATION IGID # 402074587 Sub# 402074587 Parent# 959792284 Louisville, KY - 5,272 Branches
KFC BRANCH LOCATION IGID # 433178924 Sub# 402074587 Parent# 959792284 1370 Boston Post Rd, Larchmont, NY (914) 833-3747
YUM! RESTAURANTS INTL INC SUBSIDIARY LOCATION IGID # 268333267 Sub# 268333267 Parent# 959792284 Plano, TX - 0 Branches
WING STREET BRANCH LOCATION IGID # 417730483 Sub # 425672706 Parent# 959792284 2919 N Reynolds Rd, Bryant, AR (501) 847-4818
Yum! Brands Inc Headquarters IGID # 959792284 Parent # 959792284 Louisville, KY 4 Subsidiaries, 20,387 Branches
3. STRATEGIES TO BE SURE YOUR DATA GETS PUBLISHED
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Bring More Customers / ROI
4
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SEO Impact – Better Citation Matching = Greater Visibility!
Search Engines crawl the web and compare data from multiple sources. The more the data agrees, the higher your ranking.
Listings with enhanced data such as hours of operation, payments accepted, and storefront photos can help both in terms of rankings and in terms of customer’s choice.
Sites such as Superpages, Citysearch, YP.com etc. have more weight than others.
4. BRING MORE CUSTOMERS / ROI
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Your Website’s Location Pages • Designated URL Per Location • Technical Accessibility • Schema Markup • Optimized Content • Off-Site Promotion • Reviews • Link to Google+ Location Page
Third Party Publishers • Verification • Syndication • Data Aggregator
Consistency • Audits • Maintenance • Category Selection • Links To Location Pages
DATA INTEGRITY AND CONSISTENCY*
Results • Increased Organic Visibility • Increased Local Listing Visibility • Reduced Listing Inaccuracies • Increased Online Visits • Increased In Store Visits • Increased Revenue
4. BRING MORE CUSTOMERS / ROI
*Source: Linkmedia 360
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4. BRING MORE CUSTOMERS / ROI
Anatomy of Search Results*
Paid Listings Local Listings Organic Listings Local Publishers (Organic Listings)
*Source: Linkmedia 360
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70% of internet searches are for local business services
4. BRING MORE CUSTOMERS / ROI
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Q&A
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Listings Management
Review & Social Management
Customer Insights & Automation
coming soon!