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

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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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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

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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

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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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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




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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




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Standardization of Elements & Duplicate Removal


KEY ELEMENTS STANDARDIZES: •  Business Name •  SIC Code / Category •  Franchise/Brand

DUPLICATE REMOVAL: •  Compare new file to old file

to identify duplicates




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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




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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




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Strategies to be sure your data gets published online

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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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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


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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


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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!


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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


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Bring More Customers / ROI

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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


*Source: Linkmedia 360

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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


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Q&A

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Listings Management

Review & Social Management

Customer Insights & Automation

coming soon!