Yelp (NYSE:YELP), the online review platform, is looking to make the availability of data and analytics even more accessible with the launch of Yelp Knowledge.
The new partnership program the company announced recently provides access to more than 102 million reviews as well as close to 12 years of historical data with highly structured location attributes, to deliver insights that will let you make informed critical decisions to move your business forward.
Last year, Yelp licensed data and reviews to Sprinklr, a company that helps marketers track what consumers say about them on digital platforms. Terms of the deal or any other specifics were not disclosed at the time, but the official launch of Yelp Knowledge with three new partners Medallia, Reputology, and Revinate indicates things probably went well with Sprinklr.
Yelp Data Provides Local Insights
The amount of data Yelp has at its disposal is truly massive, and highly granular when it comes to local businesses. With this information, companies will have a better understanding of what customers like and why they comeback, because they are the ones who have provided the information.
This program has been designed to push reputation management to a new level by integrating social analytics to produce even more valuable operational insights. Yelp is looking to have the data used alongside other social media sites so businesses can better understand what their customers are saying in each location.
This is very deep content which is location specific with insight gained from voluntary customer engagement. Yelp data brings the physical and digital world together in a way that produces valuable information so businesses can bring customers through their front door.
Mobile data is playing an increasingly important role here as well.
According to a recent Google research (PDF), there are more searches on mobile than on desktop, and more than half of all web traffic now comes from smartphones and tablets. That statistic clearly highlights the shift to mobile technology.
But the research provides an even more compelling reason why Yelp Knowledge will be valuable to businesses.
Google went on to say, 76 percent of people who search on their smartphones for something nearby visit a business within a day, 30 percent of all mobile searches are related to location, and 28 percent of those searches for something nearby result in a purchase.
As a small business making yourself available digitally and engaging with your customers can bring more people through the front door from your vicinity, as well as faraway places. The Yelp Knowledge platform is yet another digital technology that gives businesses of any size access to data that will make this possible.
If you would like to become a Yelp Knowledge partner and help build its data set into your platform, you can email Yelp’s Business Development team at [email protected] for further details.