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The Role Hyperlocal IP Geolocation Technology Plays in Website Optimization

Sixty-three percent of consumers said they’d think more positively of a brand if it gave them content that was more valuable, interesting or relevant. Research such as this shows just how important it is for companies around the world to create the best web experience possible. Today, getting a website up and running isn’t nearly as difficult as it once was. However, optimizing the design and content of a website for improved user experience can be something that marketers struggle with.

Marketers can get help from companies such as Siteimprove, which offers Software as a Service (SaaS) to help more than 5,000 global customers create a better experience for their website visitors, by providing tools to make website management, maintenance, and optimization easier and more affordable. The company’s products remove the manual task of finding website errors while helping teams create a strong content strategy through insightful analytics data.

By incorporating highly accurate hyperlocal IP geolocation technology into its analytics platform, Siteimprove has dramatically improved its ability to accurately track users’ locations for its clients’ websites, all in a privacy-sensitive manner. This enables its clients to make more informed decisions for website optimization and better segment visitors.

“Geolocation data is an important part of our business, and the data we were receiving from our previous provider was outdated and inaccurate,” explained Ivan Bager, director of innovation, Siteimprove.

The deployment of the new, more accurate IP geolocation data has produced some incredible results for Siteimprove’s customers in a short period of time. For example, the number of unknown visitor locations to customers’ sites has dramatically been reduced from 25 percent to less than 1 percent.

Read the full press release to learn how your company can use hyperlocal IP geolocation technology to enrich website analytics and audience segmentation.

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“This is an extremely exciting time for digital advertising. Being able to offer an accurate hypertargeting solution helps us ensure our clients are reaching consumers in the most relevant geographic locations which, in turn, drive performance and results for their campaigns.”

Marco Muzzi, Marketing Director, AcuityAds
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