Neil Crist
Founder & CEO
Venuelabs
@neilcrist @venuelabs
Thank you
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