jsisko - Digital Element

Improve Engagement for Email Marketing Campaigns by Adding Hyperlocal Geolocation Data

Posted on March 29, 2017August 21, 2025 by jsisko

The Email Service Provider (ESP) landscape continues to evolve, and the competition is as intense as ever to reach and engage target audiences. ESPs using more data points to personalize communications to drive end-user engagement will be among those that differentiate themselves in the marketplace.

PostUp, the leader in end-to-end email marketing technology, has 20 years’ experience helping publishers and media companies grow audiences and send amazing―and effective―emails. An ESP with an award-winning platform, a proven services team and handpicked partners, PostUp delivers personalized communications that drive engagement and increase revenues

“It’s an arms race in terms of being able to offer the most innovative features and functions for the best price within the ESP marketplace,” said Keith Sibson, PostUp’s vice president, product & marketing. “Clients are looking for ESPs that are agile enough to address evolving challenges by providing leading technology and more bespoke services in order to up the ante when it comes to demand generation. Data enrichment is key.”

Geolocation data is among the different types of information that PostUp uses within its email marketing platform to help clients better communicate with their customers. Because the company stakes its reputation on the strength of its email marketing platform, PostUp wanted to find the most accurate geolocation data available. As a result, PostUp made the decision to incorporate industry-leading hyperlocal IP geolocation data into its platform.

According to Sibson, the addition of hyperlocal IP data has enabled PostUp to more accurately deliver clients’ email campaigns. Read the full case study to learn more about how your company can improve engagement for email marketing campaigns.

The Role Hyperlocal IP Geolocation Technology Plays in Website Optimization

Posted on February 21, 2017August 21, 2025 by jsisko

February 21, 2017

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.

NetAcuity Receives Continued Accreditation from MRC

Posted on February 1, 2017August 25, 2025 by jsisko

We’re very excited to announce that our NetAcuity^® Standard service has achieved continued accreditation from the Media Rating Council (MRC) for its geographic location identifications. We’re just as proud of this milestone as we were in 2013 to be the first provider of IP geolocation data to gain MRC accreditation.

The MRC is the independent industry organization whose mission is to ensure valid, reliable and effective audience measurement services. MRC’s accreditation is specific to NetAcuity’s IP-based location identification information for internet traffic on non-mobile networks. Accreditation explicitly applies to identification for U.S. data at the Designated Market Area (DMA) level and above, and for U.S. vs. non-U.S. identification.

So what does this continued accreditation really mean?

It means that we’ve continued to deliver on our promise: To provide the industry’s most accurate data for geotargeting. Online marketers can remain confident about the quality, depth and accuracy of Digital Element’s geotargeting capabilities.

This accreditation validates the reason why our data is considered the “gold standard” in the industry and why we’ve been the trusted partner, for more than a decade, to many of the world’s largest websites, brands, ad networks, security companies, social media platforms and mobile publishers.

Being able to continue to achieve this important standard of quality is just another feather in our cap at Digital Element―and one we wear with pride.

How New IP-Based ZIP+4 Geolocation Technology Gives Marketers a More Precise Target

Posted on April 20, 2016November 18, 2024 by jsisko

Digital marketers are always looking for a competitive edge when it comes to segmenting and reaching their online audiences with relevant advertising, messages and special promotions. That “edge” typically comes from learning to leverage data to their advantage―and the deeper and more accurate that data the better.

Digital Element is addressing marketers’ needs for more data granularity with the introduction of Pulse Plus, the first IP-based ZIP+4 location targeting solution and the newest edition to its pioneering NetAcuity platform of products.

Pulse Plus combines the device-derived data of NetAcuity Pulse with Digital Element’s proprietary technology that produces reverse-geocoding data feeds. Available for flat-file implementation, Pulse Plus combines this new intelligence with geographic shape and boundary files to produce the next generation of ZIP code targeting within the United States. Additionally, the Pulse Plus ZIP+4 data can be combined with demographics to produce even more granular and precise targeting for marketers.

NetAcuity Pulse Plus is especially beneficial to marketers that want to target very specific audiences concentrated in more pinpointed locations within the United States. The following are just two examples of how different companies can apply this technology to enhance their digital marketing campaigns:

Restaurants may drive in more local diners by advertising specials to neighborhoods/businesses with ZIP codes within a 5-mile drive of the establishment.
Political campaigns can deliver specific advertising and messages to key constituents in local districts, for example where voter turn-out is low or where candidates want to gain grassroots momentum.

Learn more here about how your company can use this type of precision targeting.

What GPS Coordinates from Mobile Devices Really Mean to Marketers

Posted on August 18, 2015August 21, 2025 by jsisko

When mobile users opt in to location-based services (in app) or share their locations (via the mobile web), the GPS-generated latitude/longitude coordinates are the only pieces of information returned. If you’re like most marketers, then getting data along the lines of Lat: 34° 6′ 6.2166” and Long: -84° 21′ 31.4568″ doesn’t hold much meaning unless you’re secretly harboring a second degree in cartography.

However, there is a wealth of information hidden behind those numbers and decimals that can be applied to targeted advertising, content localization, geographic rights management, fraud prevention, and more. GeoMprint is a new reverse geocoding solution that automatically converts those GPS coordinates from mobile devices into more expanded, understandable, and useful geolocation data for marketers.

Location-based services are exploding. In fact, 71 percent of consumers opt in to share their locations on their mobile devices. Offered as a web service, GeoMprint takes GPS-obtained latitude/longitude coordinates and converts that data into more useful geographic information such as ZIP/postcodes, cities, regions, etc. for businesses. This allows mobile users to automatically receive more localized content, messages, advertising and promotions. Since 76 percent of consumers who use location-sharing say it helps them receive more meaningful content, it’s a win-win for everyone.

When used in conjunction with NetAcuity solutions, companies can comprehensively target all business traffic, including fixed IP traffic (desktop and Wi-Fi) and non-fixed, IP-based mobile device traffic―all through one vendor.

Get more details here on how your company can reach connected consumers when it matters.