{"id":113878,"date":"2017-01-24T21:58:00","date_gmt":"2017-01-25T02:58:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/businesses-need-stop-ignoring-importance-location-data\/"},"modified":"2024-12-21T05:55:28","modified_gmt":"2024-12-21T10:55:28","slug":"businesses-need-stop-ignoring-importance-location-data","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/analytics\/businesses-need-stop-ignoring-importance-location-data\/","title":{"rendered":"Why businesses need to stop ignoring the importance of location data"},"content":{"rendered":"<p>I thought it might be interesting to revisit some of the conversations I\u2019ve had over the last 12 months with Ecommerce\/Marketing Directors\/CMOs in my capacity as Sales Director of a <a href=\"\/en-gb\/local-marketing-platforms\/presence-management\/\">Local Presence Management<\/a> (LPM) SaaS, to look at how businesses suffer when they don\u2019t pay enough attention to their local listings data.<\/p>\n<p>Do any of the scenarios outlined sound familiar?<\/p>\n<p><em>\u2018The business has just spent over \u00a33M on a Click &amp; Collect program that my team and I have been working on for seven months which has been beset by problems. In particular courier drivers are consistently unable to find our depots despite the continued efforts of the logistics department, who regularly send out email address updates. Maybe it\u2019s their satellite navigation systems that are not working!\u2019<\/em><\/p>\n<p><em>\u2018I have heard rumors that customers are crucifying our stores in Yorkshire with negative reviews. I don\u2019t know why and I have no idea where these reviews are appearing, or how to engage with these pissed off customers.\u2019<\/em><\/p>\n<p><em>\u2018My CMO has just given me a bollocking because he\u2019s just had a bollocking from the CEO. The CEO has had a bollocking from his wife because their daughter arrived back home with two puppies, instead of the dress she was supposed to buy for her school dance. The daughter\u2019s explanation being that she \u201cdropped the pin\u201d for one of our North London stores, and the pin placement took her to a traveler camp and not a clothing store. I have no clue how this happened as our data on Google My Business is up to data and correct. I have even checked it myself!\u201d<\/em><\/p>\n<p><em>\u2018The stores that I closed in Oxford, Hull and Wakefield last May won\u2019t disappear. It appears that they have all taken on a life of their own. They are still \u2018living\u2019 on the web despite my best efforts to eradicate them for good. Just for good measure, the store in Hull is now an Adult Shop yet our business data keeps appearing for that address. Not great when you are selling novelty home ware&#8230;\u2019<\/em><\/p>\n<p><em>\u2018I have been asked to compile a report on our consumers purchasing journey to support the \u00a313M integrated brand relaunch campaign proposed for Spring\/Summer. \u00a0I have no visibility on what happens in the \u2018last mile\u2019 of our customer\u2019s journey and how we are performing at a local level.\u2019<\/em><\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69d7108a76a45'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69d7108a76a45');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p><em>\u2018We were getting reviews posted about our Manchester store from customers complaining about theft. A local newspaper picked this up and got in touch with the reviewers before we did. \u00a0Now the story has gone viral and been run by a national newspaper. We have seen footfall plummet and our share price take a beating!\u2019<\/em><\/p>\n<p>Any of this sound familiar?<\/p>\n<p>All the above scenarios played out because of inaccurate and invisible store listings location data. What is surprising is that so many businesses that are fantastically well run have a total blind spot when it comes to the \u2018last mile\u2019 of their customers purchasing journey. The common misconception is that \u2018if I have fixed Google, I have fixed the problem\u2019.<\/p>\n<p>Not so.<\/p>\n<p>Firstly, Google constantly cross references its information against other search engines, directories, social networks and satellite navigation platforms &#8211; if the data on those platforms is incorrect, it <em>will<\/em> eventually hamper your local Google rankings.<\/p>\n<p>Secondly, optimising the visibility of your data is imperative. There are reckoned to be 145+ sites in the UK alone where your listings data can be hosted. Why would you not give your business the best chance of being found?<\/p>\n<p>After all it could mean the difference between a new dress or a couple of puppies!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I thought it might be interesting to revisit some of the conversations I\u2019ve had over the last 12 months with Ecommerce\/Marketing Directors\/CMOs in my capacity as Sales Director of a Local Presence Management (LPM) SaaS, to look at how businesses suffer when they don\u2019t pay enough attention to their local listings data. Do any of [&hellip;]<\/p>\n","protected":false},"author":98,"featured_media":113879,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2861],"tags":[],"class_list":["post-113878","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why businesses need to stop ignoring the importance of location data | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/analytics\/businesses-need-stop-ignoring-importance-location-data\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why businesses need to stop ignoring the importance of location data | DAC\" \/>\n<meta property=\"og:description\" content=\"I thought it might be interesting to revisit some of the conversations I\u2019ve had over the last 12 months with Ecommerce\/Marketing Directors\/CMOs in my capacity as Sales Director of a Local Presence Management (LPM) SaaS, to look at how businesses suffer when they don\u2019t pay enough attention to their local listings data. 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