Experienced business owners know it takes more than turning on the lights and unlocking the door each morning to attract customers. It’s a fact that local businesses face all sorts of digital marketing challenges that e-commerce businesses do not. Beyond building brand awareness and keeping in touch with customers, you have to get people to actually show up in your store—which isn’t as simple as people think! Making sure your store information (such as name, address and phone number) is accurate and optimized is vital. View slides from our recent webinar where we partnered with online listings expert Joe Lazure from Infogroup to discuss why data aggregators matter for local marketing. He’ll shared valuable information such as: >What aggregators are and how they are valuable >How to be sure your data gets published >Common misconceptions about aggregators and data accuracy >Building a game plan to optimize your online presence

1. How Data Aggregators
Bring More Customers
to Local Businesses
PRESENTER: Joe Lazure
CO-PILOT: Josh Ades

2. #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)

3. #ConnectivityData
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

4. #ConnectivityData
#ConnectivityData
Tweet to Win $50 Gift Card
Follow us:
@connectivityinc
@Infogroup

5. #ConnectivityData
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

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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!