GASENERGY and RocketData case study

How to get 2 times more built routes from location-based services in a year
How to get 2 times more built routes from location-based services in a year
GASENERGY and RocketData case study
GASENERGY is a chain of premium filling stations in Kazakhstan.

The company offers its customers affordable prices, a wide range of services and the convenience of shopping when refueling a car, as well as consumer goods, car accessories, oils and much more.

The company connected RocketData on April 29, 2021
Company's profile
166
filling stations and gas monoblocks
59 000
brand queries per month
60%
mobile searches

Company's goals when connecting RocketData

Systematically work with reviews and analyze them to improve the quality of service

"First of all, we connected RocketData to identify problems in customer service through work with reviews. With the help of ratings and reviews, we can improve the quality of service, analyze the competence of our employees (operators, cashiers, managers) and customer needs.

Feedback also helps us to understand our weaknesses, eliminate them and become better. And RocketData was connected to help us with this."
01
Aruzhan Dair, coordination and analysis manager, GASENERGY

Add missing listings to popular location-based services and keep them up-to-date

"Before connecting RocketData, some of our locations were missing in location-based services, and some had mistakes. We understood that this was our point of growth, because the traffic we receive at filling stations depends on the completeness of the local presence.

RocketData was supposed to help us tidy up data in the listings, as well as add missing locations to all popular location-based services and navigators, so that the client can easily get directions to us where it is convenient for him."
02
How many GASENERGY locations were missing in the digital sources before connecting RocketData
Aruzhan Dair, coordination and analysis manager, GASENERGY
63%

What RocketData did

Updated information in existing GASENERGY listings and corrected mistakes
01
Optimized listings to increase their visibility for the user and increase the number of built routes
03
Added missing listings of filling stations and gas monoblocks to popular location-based services so that customers can always find them
02
Verified listings on Google, 2GIS and Yandex to take them under control and protect from third-party changes
04
Provided a single interface and additional services for work with customer reviews
05

Local optimization

Systematic work with reviews

Local optimization

The results of RocketData connection

online reputation management

How the share of reviews with answers has changed after RocketData connection

After connecting RocketData, GASENERGY received a convenient tool for working with reviews.

Company's employees have set up templates for responding to typical user reviews, which allows them to process more reviews in less time.

For cases where there is no text in the review, but only a rating, the company has set up auto-responses.
from 48% to 80%
Thus, during the year the company increased the share of reviews with responses
Dynamics of reviews with responses after connecting RocketData
Started working with reviews with the help of RocketData
All reviews
Reviews with responses

How GASENERGY analyzes reviews with RocketData

"With the help of RocketData, we have the opportunity to quickly and systematically analyze reviews.

We download the report on reviews we need, add reviews from customers who contacted our dispatchers via the hotline, as well as feedback from the official page's direct messages on Instagram and in the Telegram channel.

Combining everything into one file, according to the proven formula we put tags for each complaint (for example, gas, gasoline or service, etc.) and determine how many and at what location we have shortcomings according to the assigned tags. It helps to understand what and where we need to improve.

After that, we send the finished report to our regional and territorial managers for correction of comments."
Aruzhan Dair, coordination and analysis manager, GASENERGY
Customers are also noticing changes in how company handles reviews and change their minds more often — they change reviews, put a high rating if the problem is solved, which means an increase in consumer loyalty level.

New features for review analysis with RocketData

In this way, we can assess which positions our customers are satisfied with and which ones they are not, as well as see the dynamics of changes in the tone of reviews when the shortcomings are corrected.

In addition, there are other features in the Review Analysis, such as the statistics and sentiment of reviews for specific locations or the speed of response to reviews for individual employees, which can be used for KPIs."
"In April 2022, we switched to the Rocket Ultra package, after which we got an additional service — Review Analysis.

Now, right in the personal account, we can view a report with automatic analysis of the tag words that our customers use in their reviews.
Aruzhan Dair,coordination and analysis manager, GASENERGY

The results of RocketData connection

online presence management

How the company's online presence has changed after RocketData connection

One of the primary tasks for RocketData was to add the missing GASENERGY listings to location-based services — Google, 2GIS, Yandex, Apple Maps, as well as to navigators: TomTom, Here Maps, Waze, Navitel.
Thus, the clients will be able to build a route to a location or get additional information from a convenient or familiar digital service.
37%
existing locations
63%
missing locations
78%
locations added
22%
locations are in the process of synchronization
Status of GASENERGY online presence six months after RocketData connection
State of GASENERGY online presence before RocketData connection

How the visibility of listings on 2GIS has changed after RocketData connection

2GIS is the most popular mobile location-based service in Kazakhstan according to Forbes.

RocketData, as the only official partner of 2GIS, provided full coverage of GASENERGY locations in it.

Thus, users began to find GASENERGY gas stations more often by category queries (for example, "gas station nearby").
by 75%
In six months, the number of listings impressions by category on 2GIS has increased
RocketData connection
Dynamics of category impressions of GASENERGY listings on 2GIS for 2021-2022

How interaction with listings has changed on 2GIS after RocketData connection

Listings in local search results allow the client to perform quick actions in them.

According to Google Trends, 90% of users search for gas stations from their smartphones. So for the segment of gas stations, the most important targeted actions are built routes.

So, six months after connecting RocketData, the number of built routes from 2GIS has increased
by 86%

Dynamics of built routes on 2GIS after RocketData connection

Due to the fact that RocketData added the missing filling station listings to 2GIS, users began to find them more often among competitors.

If you look at the dynamics of routes within a year, you can see even more significant growth. So, before connecting RocketData, users built ~ 8000 routes per month, after — ~ 16000 routes.
by 2 times
Over the year, the number of built routes from 2GIS has increased
RocketData connection
Dynamics of built routes from GASENERGY listings on 2GIS for 2021-2022

How target actions have changed on 2GIS after RocketData connection

In addition to the built routes, other target actions on the part of users have also increased — views of reviews about gas stations, views of photos, as well as visits to the GASENERGY site and social media.
review views
+77%
+130%
clicks to the website, including short links
+131%
photo views
+148%
clicks to social media links

How the visibility of listings on Google has changed after RocketData connection

+200%
listings views on Google Search — this means that listings began to get into the Local Pack more often (TOP-3 local search results)
Google separates the concept of listings "views" to let you know where exactly the user viewed your listing: on Google Search or on Google Maps. So, six months after connecting RocketData:

views on the Google Maps app
+510%

How the visibility of listings on Yandex has changed after RocketData connection

In Yandex services, 80% of the GASENERGY audience uses Yandex.Navigator.

After connecting RocketData, the dynamics of listings impressions by category is also clearly visible, which indicates an increase in the competitiveness of listings in the navigator and their smart local optimization.
by 50%
In six months, the number of listings impressions by category on Yandex has increased
RocketData connection
Dynamics of category impressions of GASENERGY listings on Yandex for 2021-2022

How interaction with listings has changed on Google and Yandex after RocketData connection

The more necessary information the user receives from the listing, the more useful actions he performs in it — he looks at the opening hours of the gas station, builds a route, or even views photos to assess whether there is a cafe or a store at the gas station.
photo views
+93%
+111%
review views
+351%
built routes
+106%
built routes
Yandex
Google

Key results of GASENERGY & RocketData mutual work

Growth in listings impressions by category queries

2 times more built routes from listings

Share of reviews with responses from 48% to 80%

After adding the missing GASENERGY listings, users began to find filling stations more often by category queries, for example, "gas station nearby". So, in six months, listings impressions by category on 2GIS grew by 75%, on Yandex — by 50%.
Thanks to the full local optimization of listings in location-based services, users began to choose the company's filling stations among competitors more often and build routes to them. So, within the year, the number of routes from 2GIS increased 2 times.
Systematic work with reviews, the use of templates and auto-responses in RocketData allowed GASENERGY to increase the share of reviews with responses from 48% to 80%. The company also received a convenient tool for analyzing reviews and eliminating shortcomings.

GASENERGY about RocketData

"RocketData in one platform combines all the sites we need to work with locations and reviews (Google, 2GIS, Yandex), saves time for our company employees due to convenient navigation in the personal account, and also allows you to upload reports for analyzing filling stations work.

With the help of RocketData, we have the opportunity to quickly and systematically analyze reviews, generate reports on them and deliver them to regional managers for correction. Live feedback helps us understand our weaknesses, correct them and become better. Customers also notice this, and more and more often change their reviews in listings for the better ones.

RocketData's Autoresponder service allows us to process more reviews in less time, and multiple filters (by rating, text/no text, etc.) save time when analyzing reviews."
Aruzhan Dair, coordination and analysis manager, GASENERGY
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