Marketing Manager at CCI Distribution Ltd.
21 March 2011 13:41pm
This product has been brought to my attention.
What stood out to me was the apparent ability to identify anonymous traffic, by looking up the IP and other sources that could identify the company that the visitor is browsing from.
I haven't actually looked at this in great depth as yet, but am wondering if anyone else has or if there are other products with this functionality that I should be considering too? Is this sort of functionality available elsewhere (read: how far out if touch am I?!)?
Web technology professional at Bitcala.com
21 March 2011 15:13pm
Most IP addresses (but not all) can be translated to their domain-name equivalent. It depends if you get consumer or business traffic. Most consumer IPs are usually .virginmedia or .btbroadband, etc - as they all go through the ISP.
Big (and some small) corporations have their own proxy servers, firewalls, etc - and this often means that they will show ip in this lookup as the company name.
Google Analytics actually does this too - if you choose Visitors > Network Properties > Service providers in your Analytics reports you will also see these names of companies who may have visited your site.
It's intriguing, but no more useful than that I find.
Hope this helps!
21 March 2011 15:14pm
One other quick point - if you use a "Live chat" service like LivePerson on your site, the control panel for that (which lets you actually take part in the chats with visitors) will also show this information.
Managing Director at Cranmore Digital Consulting Ltd
21 March 2011 21:41pm
Paul, you might also want to look at Trovus, www.trovus.co.uk, which is a similar thing.
MD at CommuniGator Ltd
22 March 2011 09:25am
WOW is pulling its data from multiple sources not just public IP information. We are getting a 63% match rate of visitors on our site. It also has a unique lead scoring mechanism that allows you to score pages culminating in a lead report with the hot ones at the top, which is much better than just reporting visitors. We have definately won several deals where we would not have done if it had not been for this product
Sales and Marketing Director at Intendance
23 March 2011 10:26am
We use the same tool as Sarah mentioned. www.trovus.co.uk.
We mainly use it for lead generation with B2B companies.
If you need more info about my experience give me a shout.
23 March 2011 10:54am
Thanks for the replies.
I believe the claim is that WOW is more effective than Trovus. I will look into it.
Just looked at my data in Analytics and it doesn't show the company names under providers - it shows the comms provider (I think) i.e. for the visits from our own building it shows the local company who are responsible for our connectivity.
I will probably have a look at the trial of the product and see what it shows. I'll try and be a good share the info on here.
PS - Whoever from WOW who thinks it's a good idea to send me 3 emails in 2 days (containing the same message), presumably as a result of this post - it wasn't. Please stop, I'll contact you in my own time (or not).
23 March 2011 11:01am
Haha. on the WOW sales techniques.
Good luck with the comparison and data gathering.
My view is that the key (and the most difficult thing) is to set up the right process around 'using the gathered data'...who? when? ...how?
23 March 2011 11:27am
Exactly - that will be the big issue - how do we do something meaningful with this info? Will the sales team really do anything with it?!
Web Architect | Writer at ContentSynergy
09 April 2011 14:31pm
The challenge of analytics like this becomes when analytics are used to keep score instead of used to make business decisions. What business decisions would you make differently knowing this about otherwise anonymous traffic.
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