Geotargeting is the method of determining the geolocation of a website visitor and delivering different content to that visitor based on their location.
Location can be based on a number of attributes, country, region/state, city, metro code/zip code/postal code, organisation, ISP, IP address, longitude and latitude bounds.
Each user’s device has an IP address that indicates its specific location. The first three digits of the IP address correspond to the country code. The remaining digits usually refer to specific areas within that domain. With the visitors location established, it then becomes possible to decision alternative content.
The central idea behind Geotargeting is that by understanding a visitors real-time (or past) location helps marketers achieve the holy grail of delivering the ‘right message at the right time’ effective messaging.
91% of consumers are more likely to shop with brands who provide relevant offers and product recommendations. Attending to this demand effectively, site owners can expect improvements in engagement and multi-channel conversion rates.
In the age of the smartphone, location unlocks the mobile and mobile app opportunity, allowing brands to personalise and add value to the visitors’ experience.
Webtrends Optimize offers a global hyperlocal IP geolocation offering. As standard for all visitors are evaluated and the following attributes determined.
Visitor use of proxy servers and virtual private networks may give a false location. However this is limited and Webtrends Optimize’s geolocation functions are considered to be the most accurate in the industry.
Global accuracy is more than 99.9% at the country level. 97% accurate at the city level. In addition, Webtrends Optimize, uniquely scores for accuracy allowing edge cases to be filtered to the required threshold.
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