(ST. LOUIS) November 2, 2011 – GMS Local, a division of GroupM Search and holistic digital solution that allows national brands and advertisers to connect with consumers in the neighborhoods where they live, work and play, has expanded its scope into the online local space to provide novel social monitoring solutions for brands with brick and mortar locations. Through a partnership with location-intelligence company Venuelabs, GMS Local is providing advertisers with a solution that evolves social media listening as we know it today, offering a different perspective with local-level insights than readily available through traditional social listening solutions. The new solution integrates data from Venuelabs and provides brands with unique diagnostics and insights on overall social activity, sentiment and reviews at a local level to inform strategy and deliver more targeted, meaningful engagement in the local market.
Venuelabs is a leading provider of storefront analytics technologies. By blending this technology with the strategy development and tactical execution GMS Local provides for clients, brands are able to evolve how they listen at the local level and add a new layer to their social listening activities. For example, brands are able to know if a consumer has a good or poor experience at one of their stores after this sentiment is shared in the social sphere – on Facebook, expressed via a review on Yahoo! Local, or through other social outlets. With this intelligence, and, specific to their local storefronts, brands are equipped to respond or take strategic action through targeting, social engagement or other actions at the local level in order to further engage with customers and improve customer loyalty.
“We recognize that brands often miss opportunities to extend social monitoring knowledge to single locations and also drive new business locally because they are unaware of what consumers are saying about their brand experience,” said Mike Taylor, director, GMS Local. “Our relationship with Venuelabs enables GMS Local to quantify the opportunity cost for brands with large footprints that focus exclusively on aggregated social monitoring. It puts the location intelligence component in proper context while improving local brand visibility.”
GMS Local offers a layer of social sentiment monitoring that compliments existing keyword-based offerings. As revealed in the “local blind spot” study recently released by Venuelabs, traditional keyword-based monitoring products have limitations that frequently result in missed opportunities including identifying location-based social sentiment. This sometimes happens when target keywords are excluded. Greater visibility of and insights into this critical local information can give advertisers a more comprehensive and accurate view of overall brand sentiment in specific markets and at specific locations.
“GMS Local has a comprehensive service approach and overall commitment to the digital local space. Our partnership compliments that and will further populate opportunities on which brands can capitalize,” said Neil Crist, CEO, Venuelabs. “Our local monitoring and analytics technology is the perfect fit for GMS Local’s strategic approach to helping advertisers better understand the overall customer experience and sentiment at the local level.
About GMS Local
GMS Local is a comprehensive digital solution focused on creating meaningful connections between brands and consumers at the local level. Using paid, earned and owned media solutions, GMS Local maximizes local consumer engagement opportunities for national advertisers with an extensive local footprint. For more information, or to learn how GMS Local can work for you, visit www.gmslocal.com.
Venuelab’s mission is to connect brands to their local customers, by transforming social media and location-based consumer content into actionable business insight. Venuelab’s storefront analytics software provides specialized capabilities specific to brick & mortar, multi-location, retail & restaurant, and franchise brands. Founded in 2009, Venuelab’s proprietary technology tracks customer sentiment at more than 60,000 storefronts in seven countries. For more information or to open an account, visit http://www.venuelabs.com.
For more information, please contact:
Cindy Kerber Spellman, GroupM Search .
T: (o) 314.682.2055