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Dreamforce 2012: Deriving Insights from Social Local Data - Venuelabs
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Dreamforce 2012: Deriving Insights from Social Local Data - Venuelabs

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Venuelabs speaks at Dreamforce to discuss the growth in local consumer activity as a function of mobile adoption, and the opportunities for merchants and brands to leverage this data as insight across …

Venuelabs speaks at Dreamforce to discuss the growth in local consumer activity as a function of mobile adoption, and the opportunities for merchants and brands to leverage this data as insight across the organization.

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  • 1. Deriving Insights from Social Local Data Neil Crist CEO - Venuelabs
  • 2. Consumer content with geo-location
  • 3. 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.
  • 4. 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
  • 5. 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?”
  • 6. • 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
  • 7. • 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
  • 8. • 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
  • 9. Neil Crist Founder & CEO Venuelabs @neilcrist @venuelabs