Online selling can be a somewhat anonymous process and eCommerce companies can be in the dark about who their customers are. Kate Owen, managing Director of Digital Element Europe, explains how her company’s geolocation software can help shed light on your mysterious clientele
Please tell me about your business
Digital Element provides its NetAcuity IP geolocation and IP Intelligence to businesses across a number of industries.
It has a myriad of applications including delivering more effective online ads through geotargeting; creating more impactful interactions with site visitors through content localisation; enhancing online analytics through improved audience geo-segmentation and deeper insight; offering geo-based content distribution with geographic rights management.
Who is the product aimed at?
While our product is used across many industries, the commonality is that it is intended for businesses with an online presence, so any retailer with an online storefront would benefit from the use of IP geolocation data.
What are the benefits of using it to an eCommerce business?
There are several benefits of using our geolocation and IP Intelligence data as part of an online commerce strategy. Like the offline world where geography plays a key role in commerce in terms of product, price, place and promotion, Digital Element allows eCommerce companies to apply those real-world practices online.
Whether it’s automatically showing local language and currency to international site visitors; serving in-store coupons to visitors in areas where offline sales need a boost; or highlighting merchandise or store locations based on real-time user geographic location, Digital Element’s technology allows for more strategic, impactful and lucrative online interactions.
How much does it cost?
Digital Element’s NetAcuity is priced as a flat monthly fee based on two variables: estimated monthly traffic and data sets requested. We price in this way so that we can meet the unique needs of our varied customer base and serve the needs of clients of any size, from small start-ups to the world’s most recognised and respected brands.
How does it work?
Customers install NetAcuity onto a server inside their network. There are several ways in which the customer’s application may access the NetAcuity database. The most popular one is by use of the NetAcuity API (Application Programming Interface).
As traffic is passed to the customer’s application, it uses the NetAcuity API to query the server. The server responds with the appropriate data for that IP address, based on what the client is licensed for. The customer’s application then may use the data returned for whatever strategic initiatives they desire.
Take me step-by-step through how I buy and install it
It’s simple. A client signs a contract, and we then set them up in our customer manager system. An email is then automatically sent to the tech contact that includes license keys, access points to our APIs and developer zone, as well as other tools to make the client’s install as seamless as possible. Most clients have our data up and running on their servers in less than 20 minutes.
Is there anything else I should know?
IP Intelligence and geolocation technology is a non-invasive way for retailers to create more compelling online experiences for otherwise anonymous online audiences. Not only can retailers reach users where they are, to a postal code level worldwide, but they can also target on other parameters such as connection type (broadband vs. mobile) or whether it’s a home or business user.
Related content:
- The future of digital This great video rounds up all the statistics and trends...
- The evolution of digital measurement and analytics Enterprise level digital measurement and analytics is developing at a...
