Identify Unknown Web Visitors
Did you know that search is the single largest driver of traffic to websites? In the US, Google drives about 63% of the traffic followed by Bing (7%) and YouTube (3.5%). In other words, chances are high your website is being visited by a significant audience that you can’t target because you don’t know who they are. They’re not following a link you’ve provided within the context of a precisely crafted message. And unless they choose to share their personal information with you by filling out a form, this audience is essentially a ghost. They’re unknown, but they aren’t unknowable.
You can turn lost opportunities into leads when you choose website visitor identification tracking.
Target Your Competition
Have you considered the significant number of potential leads who are visiting your competitors’ websites? Wouldn’t you like to capture these prospects when they’re in search mode? You can!
Competitor Website Retargeting (PDF) can capture anonymous website visitors to competitor websites. Our technology can provide the name and address of these visitors so you can retarget them in real time. Email and ads on social media, display ads, connected TV and programmatic radio ads can be served to qualified audiences after they visit the targeted website. Direct mail pieces can be mailed the next day. So while this audience is actively engaged in searching for information, you can put your message in front of them.
We take data collection very seriously. The entire process is guided by a comprehensive set of rules, including eliminating visitors based on your criteria, removing people already being retargeted in a 30-day window, offline suppressions and more. The result is a powerful tool that leverages smart technology, timely delivery and the right audience to deliver results.
Download Competitor Website Retargeting (PDF)
Custom Solutions
Web Visitor Tracing makes identification possible because a snippet of custom code is placed within the header of your site by our data team. Once an anonymous visitor lands on the site, the code automatically signals and a series of real-time queries take place within milliseconds. Our proprietary pixel identifies the visitor’s device ID and tracks which pages they visit. Then we collect that data and match the device ID against our consumer databases. More importantly, the data comes from national, verified, opt-in consumer databases.
When we’re tracing visitors to competitor websites, we use a proprietary browser plug-in or app permissions that allow monitoring of browser activity on other websites. Once someone visits a target page, we match the device ID against our databases.
12 Key Data Points
Web Visitor Tracing matches 12 separate data points to an entry. By matching that device ID, we can determine a name, postal and email addresses (among other things) in real time. In addition to the name and addresses, you can see their customer journey by looking at the content they viewed and the pages they chose to visit. And, unlike other companies, we use the IP address of the device only as verification and not as the primary source of identification. The result is higher accuracy in our matches.
Depending on who your audience is, among other factors, our estimated match rate is among the industry’s best. We can match about 95% of your ghostly visitors with a name and postal address. Other data point matches range from 50-80%. Ready to target this anonymous audience? We’ve prepared a Competitor Retargeting Guide (PDF) to help you get started.
Discover the Difference
Knowing who your website visitors are is an essential component in a strong acquisition and retention marketing strategy. Each visitor is a potential lead you can retarget and continue to capture. Knowing who is searching with intent and visiting the competition is a chance to introduce them to what you have to offer. Identifying unknown visitors is vital in order to transform potential leads into actual residents.
Having personalized data gives you the ability to take the next step: matching your message to your visitors’ preferred channels. During the matching process, we can see where and how they consume content, including identifying which social channels they use, outside interests they pursue and other vital preferences. Armed with this data, you can build a customized direct mail and/or email campaign, design digital display and/or programmatic ads and social media campaigns to reach them again. Partnering with Sabal Strategy, your marketing can be powered by our cutting-edge omnichannel capabilities.
Your anonymous audience has taken the first step by visiting your website or that of the competition. In order to more effectively respond, you need a personalized, targeted marketing campaign to get your message in front of them while they’re searching. You need Maribeth to help you increase your lead funnel today.