Part 1: Data Quality & Digital Marketing–The Good (Data) & The Bad (Data)

Posted by Brandify Team on Nov 14, 2014 12:36:16 AM

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Data has been a hot topic of conversation in the business and tech industries for several years now. Data is no longer just a term used by your IT team: In 2012, IMB’s Geoff Nunberg made the case that “Big Data” should be declared the word of the year as it morphed into a commonplace term, influencing almost every industry of business and even politics.

Earlier this year we partnered with Gil Elbaz and Factual as a Trusted Data Contributor (TDC). Factual is a company focusing on the world of data, particularly on a global scale and in real-time. In addition to providing quality data to this leading company, we at Where2GetIt are particularly interested in how data relates to marketing and digital marketing, especially for our clients. A company with any kind of presence online must be aware of the data they are dealing with.

So how did data become so important? In this blog series we are going to take a look at how data and data quality are essential to business today, especially retail and multi-location companies. The Brandify platform was developed in part to monitor data quality and in order for brands to be most easily discovered by users and consumers. So what kind of data are we talking about? The Big Six (Google, Yelp, Bing, Foursquare, Facebook, and Yahoo) dominate the search engine landscape where businesses must consider all their business listings and management of those listings: This is the data that we strive to monitor, correct and perfect.

In addition to a primary business website, multilocation businesses should have a landing page for each specific location. Each landing page should have the relevant, important information that consumers most commonly look for during search: Business Name, Address and Phone number (these three are often referred to as "NAP"), store hours, photos, geocodes, and any other details that may differentiate one location from another. These details are, in part, what we refer when we mention data. Furthermore, this data is classified as “good” when it is accurate and consistent across the Big Six. Consumers use one, several, or all of these major search platforms to find local businesses, and all this data must be consistent and fully represented on each site, just as it would be on your business’s primary website.

 

When this data is inconsistent, missing, duplicated, or inaccurate it becomes "bad data," and does nothing to help your business. If fact it will only hurt your bottom line if consumers are unable to find you, or–even worse–become frustrated and dissatisfied because the information they were looking for wasn't accurate. This is where Brandify steps in. "Data Quality" refers to exactly that: The quality of your data, and Brandify can monitor your brand's online footprint across the major search platforms and make sure that all data is accurate. Multilocation businesses may feel they are at a disadvantage when they have dozens, hundreds, even thousands of locations to think about, but Brandify works at scale to make sure each and every location is synchronized. We work to simplify what might otherwise seem a daunting task.

Where2GetIt and Brandify work with data relating to brands, multi-location businesses and how it affects their digital marketing efforts: Our goal is to help your business optimize it’s digital marketing strategy across social, mobile, search, and more. To learn more, feel free to contact us here, or on social media at Twitter, Facebook, or LinkedIn.

 

Topics: Data Quality, Local Marketing, Brandify, Analytics, Multi-location Business, Social Media