AMPERAGE Marketing & Fundraising

One-Minute MarketerBad Location Data Is Costly

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Bad Location Data Is Costly

It is happening more than you think; people are searching for businesses online and then are thwarted by the “failed” local search experience. Yext attempted to determine the size of the problem in an infographic.Apps, media and other information flying around a smartphone

Yext estimated that the cost for missing listing information was $10.3 billion per year.

Some of the key findings include:

  • 18% of listings have missing or incorrect phone numbers
  • 30% of the insurance industry had missing or incorrect phone numbers; 64% had missing or incorrect addresses
  • 43% had missing or incorrect addresses
  • 41% of banks were missing web urls

Incorrect data is a problem, but just missing information takes you completely out of the digital game. Yext found incorrect local business information in search, maps and apps.

It’s surprising how much time we all spend laboring over website designs and words, when the devil is really in the details.


Written by:

Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle. After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant. He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.” Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.” One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College. Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board. Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.