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Local Business Analytics and Digital Metrics

While there are plenty of global business models, the reality is that most people prefer to do business with local providers. When all things are equal we differ to the professionals we can look in the eye and shake hands with…

But that idea isn’t so simple to understand when it comes to the collision of online trends and real world usage…

When someone uses a smart phone to search for nearby services they first have to overcome the extreme bias of marketing dollars that control how ‘not so local’ businesses have bought themselves the lion’s share of exposure. While some search engines have limited ad slots to prevent the search results from being completely dominated by advertising, the bottom end of the ‘natural results’ are equally affected by money being spent optimizing information in a way that other local small and mid-sized businesses are unaware of.

But exposure is simply one metric for a local business…. Read more

Is Groupon becoming a digital Walmart?

Everyone knows I “have a thing” for local search and business metrics. In the past year alone we’ve seen the mega-trend of localized coupons take deep root.

Right now the 800 lb gorilla in the game is Groupon. Groupon has shot ahead of the market by having some fairly substantial investment supporters (substantial in the form of 1.12 billion dollars!) Read more

Protecting your reputation

One of the reasons that my research is so intensive is that the very root element of business I appreciate most is reputation. Unfortunately (and fortunately) reputation affects every business element, crossing over dozens of different objectives and dealing with contamination from both personal and professional sources.

Needless to say, it is incredibly complex.

To help detail how many moving pieces it deals with, the following bullet list provides some of the typical classifications these elements fall into. Read more

Search Engine Conquesting, the brand battlefield

This article is originally from August 2007. I decided to dust it off, simply because it was correct two and half years ago and continues to highlight an important trend regarding how search engines and businesses interact online. Once you understand this concept, several other more advanced ideas regarding online reputation and brand management begin to have a clearer picture (such as search reputation and brand value)

ORIGINAL ARTICLE

When most people think of the word “conquesting” they probably think of roman soldiers claiming Europe or Celtic barbarians ravaging peasant villages. While the term may invoke memories of epic stories, it is also beginning to see a revival in the online marketplace. Conquesting in regards to marketing is when a competitor purposely places advertising and brand message side by side with similar businesses. In the real world conquesting has been around for years in grocery stores where like-minded products are side by side or in retail malls where cell phone booths are packed within arms reach of one another. In print media conquesting often took the form of advertisers purposely buying strip ads near larger competitive ads in an attempt to leverage the competitors larger ad. Read more