Dive Brief:
- Review website and app Yelp has launched “Yelp Knowledge,” a program for local analytics and insights, according to a Yelp blog post.
- The program will allow brands and franchises to go beyond reviews to get a more holistic sense of location performance and customer sentiment, something Yelp considers to be more social analytics than reputation management.
- Yelp is partnering on the program with Sprinklr, an existing third-party data partner, and three new partners in Medallia, Reputology, and Revinate. “Only Yelp Knowledge partners have verified, current data and a direct line to Yelp to make sure their clients are getting trustworthy data,” Yelp said.
Dive Insight:
Like many social media platforms, Yelp believes there is more value (and revenue) in offering more than just basic metrics. By allowing third-party data companies to combine Yelp user data with other sources such as Facebook and Twitter, Yelp hopes to provide a more analytical view of what customers are saying online and how that engagement changes over time.
The new partnership program "enables access to the Yelp dataset of more than 100 million reviews and almost 12 years of historical data for local analytics and insights," Chad Richard, SVP of business and corporate development at Yelp, wrote in a blog post. "This highly structured dataset is location specific and enables both local and national businesses to access a wealth of untapped wisdom.”
The dataset could provide brands with deeper insights into their consumers. At the end of 2015, Yelp was receiving over 86 million average monthly unique mobile visitors. After Q1, Yelp claimed 102 million consumer reviews worldwide, and 70% of searches were coming from mobile devices.