Marketing Analytics with Insights from Facebook, Google My Business and Location-Level Reporting for Multi-Location Brands & Franchise Systems

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CommPRONewsItemBy CommPro.biz Editorial Staff

Location3, a digital marketing agency combining enterprise-level strategy with local market activation, announced a full stack of data integrations and reporting tools for its proprietary LOCALACT marketing suite. To allow brands to better assess impact they’re getting across marketing channels, performance data now includes custom Location-Level Reporting for multi-location and franchise brands, Facebook local business review data, and metrics from the new Google My Business (GMB) API, following Location3’s own white-glove integration of GMB profile performance metrics throughout the past year.

“Our goal is to provide valuable data for a holistic picture of marketing performance and ROI across platforms like Facebook and Google, so that we can work with brands to perfect our strategy from zero moment of truth to in-store purchase,” said Alex Porter, President and Chief Strategy Officer for Location3. “That’s why our technology team has worked tirelessly to provide aggregate GMB insights to our clients for the past year. Moreover, having that GMB data even more accessible via API will free up our workflow and allow us to dig even deeper into performance insights across multiple channels.”

The new GMB API makes it easier for Location3 to share with their brand clients where customers found them across the Google ecosystem and how they interacted with the brands, helping clients gauge the impact and value they get from their Google listings. Overlaying these insights with location page data from local store pages and hyper-local paid media allows Location3 to give brands a clear picture of what moves the needle for store-level conversions.

In addition to GMB Insights, the company also integrates data from Facebook’s user-generated local business reviews — both on an individual review level and overall business ratings. The platform is a growing hub of local business reviews that are increasingly important for brick-and-mortar brands’ online presence. In fact, according to Review Trackers, 55 percent of consumers consider Facebook for purchase decisions, and 24.5 percent of consumers prefer to look up Facebook reviews for products and businesses — outranking Yelp.

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