I am pleased to announce that SIM Partners has launched our real-time connection to Google’s recently created Google My Business API. Through this integration, our clients can use the SIM Partners Velocity platform to programmatically make real-time changes to their Google My Business listings across thousands of locations — and further their reach when Google amplifies their accurate location data across all the places where “near me” searches occur.
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As I discussed in a recent blog post, the new Google My Business API gives enterprises a tool to automate management of location data ranging from store hours to name, address, and phone (NAP) information. The advent of the Google My Business API points to the importance of enterprises treating location data as a dynamic asset that requires constant management and updating.
Our recently announced Velocity Location Data Management capability creates and manages location data assets, including the distribution of location data to amplifiers. When your business changes, your location data changes instantly, and your location data assets are synchronized everywhere people encounter your brand, such as on your listings, location pages, and social pages. Additionally, Velocity Location Data Management provides transparency into location data health and uncovers opportunities for improvement.
Location Data Requires Ongoing Management
When Google shared the details of the Google My Business API, it was clear to me that Google recognized the reality that managing location data is not a one-and-done proposition. All year-round, too many business events occur that require enterprises to constantly change their location data: openings and closings of locations, the beginning (and end) of the holiday shopping season, or the expansion of different services inside a single location, to cite a few examples. By making real-time updates to location data on Google My Business, SIM Partners clients are better equipped to sense and respond to the dynamic nature of location marketing.
Creating a Network Effect with Location Data
A real-time interface with the Google API is especially important because Google is one of the crucial publishers that share a client’s location data across all the places where near me searches occur. We use the term “amplifier” to refer to publishers such as Google and Foursquare, along with distributors such as Infogroup and Neustar Localeze, which create a network effect by sharing an enterprise’s location data where near me searches happen. We recommend that businesses have relationships (directly or through a third party such as SIM Partners) with the major data amplifiers along with influential publishers in vertical markets.
We are implementing the API connectivity across all our clients throughout January, and the process will be completed by the end of the month. We’re contacting SIM Partners clients to schedule consultations in order to ensure that clients reap the full benefits of the update.
Meantime, whether you are working with a third-party platform or managing location data on your own, now, more than ever, you need to manage location data as a dynamic asset to succeed. For more insight, check out our recently published The CMO’s Guide to Location Data Management, and contact us to compare notes on how to make location data a more valuable foundation to all your location marketing.