Placeable Brings Location Visibility to Brands
Location-based marketing is all the rage these days and for good reason - it's where and how consumers spend their time. As a business, having tools in place to understand the trends and capitalize upon them is proving essential.
Placeable, which offers a location marketing automation system for enterprise advertisers, added several enhancements to its solution recently which bring contextual intelligence on their locations by expanding its auditing capabilities to include third-party listings data.
Until now, Placeable has been using "pin placement proximity" scores to asses location accuracy, visually verify locator pins at the street level, and make any corrections to the placements. With the new enhancements, Placeable is taking it a step further, allowing marketing to compare that location to third-party sites such as Google, Bing and others, to assess location accuracy and consistency across the ecosystem.
These enhancements extend Placeable’s data management platform, which allows marketers to easily examine their location data at scale. This gives brands with thousands of individual business locations the metrics and tools to ensure coverage, accuracy and consistency across all locations and channels.
“As enterprise marketers improve the quality and depth of their own location data, they will begin to realize the power that information can bring to their local digital campaigns,” said Ari Kaufman, CEO at Placeable. “These leaders need to compare information across the entire location ecosystem to establish continuity and add lift to their campaigns. That is why we are giving marketers contextual intelligence and providing metrics that look at the quality and characteristics of location—even when it’s being published by third parties. Enterprises focused on location-based marketing need to be able to quickly and easily manage their location data quality and measure the performance of their syndication efforts at scale.”