Kate Owen, eine gebürtige Neuseeländerin, hat über 15 Jahre Berufserfahrung in der Onlinebranche. Nach zehn Jahren in der digitalen Branche in Deutschland lebt und arbeitet sie nun in London & Paris und baut Digital Element beeindruckenden Kundenstamm im DACH-Raum, Benelux und Nord-Europa gezielt weiter aus.
Kate Owen besitzt ein MA in Betriebswirtschaft, sowie zwei Diplome in klassischer Musik. Und obwohl Kate sehr gut Deutsch spricht: das Interview wurde auf Englisch geführt, um die Inhalte so genau wie möglich wiederzugeben.
Web Analytics Europa: You work in IP geolocation. Why would anyone be interested in using IP data for location information in today’s digitally connected world – where people are increasingly online and mobile?
Kate Owen, VP Northern Europe: There are several reasons why IP-based geolocation is as important as ever in today’s connected world. It is used in advertising to target the most relevant audiences and assess the value of an impression prior to bidding. It is used to personalise websites, so the home or entry page automatically presents the correct language, currency and local store information. Further personalisation enables a retailer to promote a winter tyre service at exactly the right time in the right area of the country, for example, or use different marketing images by region to appeal to regional tastes or the local sense of humour. It is used to analyse patterns of behaviour, and optimise strategies based on this. The potential to make campaigns and content relevant to the consumer – and through their responses understand more about regional behaviours and differences – is enormous.
Web Analytics Europa: But how do people feel about you tracing where they are?
Kate Owen: Our data looks at the connection point to the public internet. It does not trace the individual user. We use only proprietary, technical infrastructure analysis techniques, anonymised feeds and permission-based cross-references. In this way, we can provide a wealth of information on the connection, the carrier and the location – enabling brands to target and personalise accurately and engage relevant consumers – without ever impeding on their privacy. Once the brand has the consumer’s attention, it can offer opt-in location-based services and promotions – incentivising the consumer to offer more personal information to enhance the relationship. So long as companies are mindful of the type and level of ongoing communication, this is a chance for valuable trust and relationship-building – and is beneficial to all parties. Consumers can rest assured they are not traced personally without permission.
Web Analytics Europa: You mention accurate targeting – how accurate are you talking? And how does it work?
Kate Owen: We first invented the concept of IP-based geotargeting in 1999. Our web spidering technology crawls the internet’s routing infrastructure to triangulate the geographic location of IP addresses. We then combine this with anonymised user information from our global partner network, and our latest-generation IP targeting utilises mobile device derived data gleaned from wifi access points and opt-in GPS co-ordinates from across the world. In this way, we’re able to further validate and fine-tune results to close gaps in the IP targeting space. This means more accurate postcode-level targeting – to within a 5-8 km radius – of traffic on all types of device, across the globe. To give a couple of examples, with the new mobile device and wifi input, we are able to identify over 30% more individual postcodes in Spain, 2.5 times more in Poland, and our responses in the Netherlands have increased from 3,300 postcodes to 290,000 – so our clients there can target with nearly 90 times greater precision than previously technically possible. These figures are growing all the time as new datasets are incorporated. Looking at Berlin in particular, the combination of our datasets has resulted in not only an uplift in the number of individual postcodes reported, but also a far more logical distribution of those postcodes across the city’s regions – indicating the level of granularity and accuracy now achievable.
Web Analytics Europa: Is this level of precision really necessary?
Kate Owen: This depends on the application. In licensing rights issues or regulatory compliance, country-level location information may suffice. Advertising and ecommerce, however, use analytics platforms, such as yours at Webtrekk, to pinpoint specific location and to understand patterns of behaviour based on regional interests, traditions and patterns of consumption. This enables optimal use of data and improved ROI. Companies can choose the level of IP geolocation detail they require, but the key is to ensure the IP intelligence provider regularly updates its IP routing infrastructure and uses multi-layered methodologies to enhance, check and analyse its accuracy. Having confidence in the quality of data – however detailed it might be – is imperative to its success.
Hier finden Sie das 30. MONTAGS-Interview auf Web Analytics Europa: Dan Siroker von Optimizely über Website-Optimierung