Pandodaily | LocationInsight becomes Placeable as it aims to eradicate dirty location data in the enterprise
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There really is such a thing as being a victim of your own success. And for brands with large brick-and-mortar footprints one manifestation of this phenomenon is bad location data online. It’s easy for users to blame Google or Apple Maps, Foursquare, Yelp, or any other Web cum mobile platform when getting bad directions or contact information for local businesses. But in reality, the fault lays on the brands who have done a poor job verifying and maintaining the accuracy of their location information.
This is not entirely the fault of brands. Once a company gets over 100 locations, managing all this – often frequently changing – information becomes a monumental task. And until recently, it was a task that had to be done manually, through the use of spreadsheets and disparate interfaces within each consumer platform.
Placeable, which rebranded this week from LocationInsight, aims to solve this problem through the launch of a new commercial location management and marketing platform of the same name. Whereas the company has previously offered only a high-touch enterprise grade solution – now called Placeable Pages – to large brands like Bank of America, Western Union, Nationwide, and AMEX, the newly-launched Placeable.com is a self-service platform available to agencies and brands of all sizes.
“Inaccurate and dirty location data costs U.S. businesses over $10 billion in lost sales every year,” says Placeable CEO Ari Kaufman. “It’s not Google’s fault when you pull up to a vacant building in your car using Google Maps instead of the place you intended. The listing was at fault. Advertisers are providing the ecosystem with bad data—and the bigger the advertiser, the dirtier the data.”
