Deriving Insights from Social Local DataDeriving Insights from Social Local Data

Neil Crist

CEO - Venuelabs

Neil Crist

CEO - Venuelabs

Consumer content with geo-location

Consumer content with geo-location

• Mobile consumers leaving 4.1 billion activities & messages monthly.• 2 billion + are tagged with location

• >67% have photos have location tied

• 20% have distinct sentiment/mood (+/-)

• Geo tagged content will surpass non-geo consumer content in the next 12-18 months.

Cross Signal Calibration is Critical

• Consumer channels >50 per location

• Difficult to anticipate which channels are most active

• True understanding comes through holistic listening across channels

• Profiles are created by consumers

• Traditional social media tools do not surface this content

Location-based is Powerful “Last Mile” of Context

“What are my customers saying at the point of

purchase?“

“When our reputation is in trouble, how can I

identify the source issue?”

“What new channels are my customers engaging

with by brand on?”

“Which of my locations produce the best customer

experience?“

“Where can I best invest marketing dollars and

reach the right audiences?”

• Franchise Brand, 250 Locations

• Execute National Campaigns with local execution by franchisees

• Local measurement insures marketing compliance and provide understanding local ROI

• Found 1 metro area with 4x the return on campaign

• Analyzed and found they did not follow campaign program, but produced a better experience.

“With local listening and

measurement, we found one

franchise owner that was seeing

4x return on campaigns.”

- Steve S., Director of Marketing

Case Study: Local Marketing ROI

250 Location QSR Identifies New Marketing Opportunities

• Over 900 locations

• Found repeated patterns of improper cleaning of pumps

• Discovered patterns of blocking customer purchases

• Identified facility cleanliness and safety issues

• Identified staff and managers that needed to be let go.

“We found that staff were not

being properly trained, and it

was costing us significant

revenue every day.”

- John J., Regional Manager, West Stores

Case Study: Staffing, Customer Experience, Revenue

National Convenience Store Operator Identifies Staff Training Issues

• 90 Locations in 7 states, 3 countries

• Ran Groupon for all locations

• Sold out, high positive buzz

• On fulfillment, found local customer sentiment issues following 3-4 weeks

• Identified trouble stores, customer miscommunications

• Net impact to sentiment was more negative long term

“There is more to the daily deal

than the day of the deal. We

followed customer sentiment at

our stores for weeks after to

discover what customers really

thought.”

- Julie T , VP of Marketing and Operations

Case Study: Measuring Daily Deals

Learned the Short-term and Long-term Impacts of Daily Deals

Neil CristNeil Crist

Founder & CEO

Venuelabs

@neilcrist @venuelabs

Founder & CEO

Venuelabs

@neilcrist @venuelabs