Accuracy, Smaccuracy. But Do You Realize Just How Important Good Data Is?

As of June 2010, there were approximately 1.9 billion Internet users worldwide. In the United States alone, more than 239 million people are logging on to the web. Considering the “average American” makes 11.7 moves in a lifetime, that’s a lot of potential change in the marketing data you may be using to target your online audience.

Whether its information supplied by your users when they originally registered with your site or data contained in a third-party list (for which I’m sure you paid handsomely), how comfortable are you that the data you have is reliable and accurate?

Hint: The impossibly big numbers I shared above should give you the answer. I’m guessing you’re starting to sweat a few bullets about now.

In today’s ultra-competitive online market, possessing accurate data about your audience has never been more crucial. It doesn’t matter if you’re the specialty retailer on the corner or a Fortune-500 corporate giant. Now, more than ever, the quality of your data is tied to the success or failure of your business. It determines not only how you market and sell your products and services to your customers, but also how you will continue to engage with and build loyalty among them. Accurate data is the foundation of your business, and directly impacts your financial bottom line.

Accuracy is the most important feature companies look for when they evaluate our IP Intelligence technology. This is the area where other similar technologies have previously fallen short in their drive to deliver the desired results.

Digital Element strives to continually improve its accuracy levels. Recent third-party tests conducted by Keynote Systems, the global leader in on-demand test and measurement solutions for continuously improving the online experience, demonstrated a 100-percent accuracy rate for NetAcuity at the country level, as well as an exact match at the state level for those IP addresses located in the United States. Additionally, the Keynote technology assessment graded results down to a city level, and NetAcuity delivered 97 percent accuracy. Our Edge product offers the only validated, user-provided geographic data down to a postal code level and represents a revolutionary approach to IP targeting. Keyword here is validated.

Don’t take my word for it. Infochimps, the central repository for the world’s data, has just started offering our IP Intelligence technology through its Query API, allowing websites and developers to display more relevant and targeted content, and to improve user segmentation and analysis capabilities.

And the reason they came to us? According to Infochimps COO Joseph Kelly it was “the industry’s most accurate geolocation solution.”

Need I say more?

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