Location The New Keyword: Study Finds That 86% Of Local Customer Feedback Missed Across Major Retail, Restaurant, Hospitality Brands

Company releases report revealing how brand and social media monitoring strategies are failing to surface local customer sentiment

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Fundamentally, location is the new keyword.The gap of current monitoring technologies is being felt today by brands large and small.

Seattle, WA (PRWEB) April 02, 2013

Venuelabs, the leader in location-based monitoring, measurement, and insight, today announced the release of a new study that shows how brand monitoring and social media monitoring strategies employed by major brands are missing as much as 86% of local consumer sentiment about their in-store experiences.

Similar to a study published in August 2011, the Venuelabs data science team conducted a more comprehensive study across major industry verticals to analyze the characteristics of in-store mobile consumer activity. In addition to publishing specific findings for 15 major brands, the study also defines why this “blind spot” for local exists.

“The results of our analysis found that as consumer usage of the mobile internet has continued to skyrocket, the basic characteristics of the ‘digital footprint’ left by consumers have changed dramatically,” said Pete Mannix Venuelabs Co-Founder and CTO, “Considering that nearly 40% of Internet usage is from a mobile device, implied user context, particularly location, has become far more critical to understanding the customer.”

The study further found that even when brands are employing best-of-breed social media and brand monitoring technologies and strategies, local consumer activity will be lost, because of the missing link of location.

Location is the New Keyword
Consumers are using mobile devices to interact with brands in new ways, sharing in-store experiences beyond social to include mobile and location-based services like Foursquare and Instagram.

“Fundamentally, location is the new keyword,” said Venuelabs CEO Neil Crist, “The gap of current monitoring technologies is being felt today by brands large and small, who are adopting the Venuelabs platform to extend their listening the ‘last mile’ to their local storefronts – where they are finding significantly more valuable and more actionable customer intelligence.”

The number of sites, sources, and mobile apps that are generating geo-tagged consumer activity is not only highly fragmented, but growing rapidly. Venuelabs is a comprehensive enterprise scale platform that discovers and listens to these specialized sources, coupled with both proprietary and customer-specific data to provide the enterprise with dashboards, alerts, in-store sentiment and metrics that drive actionable analysis. Brands that are able to extend their local listening and engagement to local are able improve their local storefront marketing, customer service, and operations.

Today, Venuelabs brings together holistic location insight to merchants from over 100 local channels and content partners, including Google+ Local, Facebook, Yahoo Local, CityGrid Media and more.

Results of the study are being shared as an infographic here: http://venuelabs.com/blind-spot-infographic/.

About Venuelabs
Venuelabs is a pioneer in the emerging field of location-based analytics for business. The company’s monitoring, measurement, and engagement solutions connect merchants to their local storefronts, by transforming mobile, local, and social signals alongside proprietary data into actionable customer intelligence. Today, Venuelabs tracks over 300,000 locations in 190 countries for thousands of brands including Chevron, Mercedes-Benz, IMAX, Ace Hardware, and Red Robin. Learn more at http://www.venuelabs.com.


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Where Brand Monitoring Falls Short Where Brand Monitoring Falls Short

Brands miss 86% of local customer feedback today.