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LOCALIZE YOUR ADVERTISING AND WEB CONTENT
Application Brief
The Personalization Challenge HIGHLIGHTSIn brick-and-mortar retailing, location is a key factor in just about every marketing and merchandising decision: the items showcased in store > E nhance each Web user's experience windows and in local newspaper ads, the products on sale, and even the by providing relevant localized currency needed to make a purchase. You'd never put a New York Yankee's information, such as news, weather, jersey in an Atlanta window display-although the same display would and event listings.drive heavy store traffic in Manhattan. Nor would you advertise sale prices > E nable personalization for for a Canadian store in Euros' or describe the merchandise in Italian. But unregistered or un-cookied users-on the Internet, it's been a different story. To date, e-retailers typically have the vast majority of Web traffic.offered the same items to everyone, everywhere-in the same language > S peak to users in their own language and currency. That's because there's been no effective way to conduct and increase site stickiness from the e-commerce that is specifically targeted to users in different geographical moment they enter your site.locations. Until now. Quova can tell you WHERE your online customers are as soon as they visit your site. > Boost critical metrics such as time-on-site click-through rates to drive How do you Determine a Web Visitors Location? higher advertising revenues. Quova Since Web visitors can come from anywhere in the world, it's not possible ad serving customers have seen up to know what is relevant to them without first knowing something about to 30% increases in their ratios of them. To get to know them, you can use cookies-but about half the click-through to dollars spent.people don't accept them or even delete them because of privacy issues. And new users regularly arrive on your site that you haven't even had the > R espect privacy by pinpointing opportunity to cookie. As an alternative to cookies, you can ask visitors to the Web visitor's location without subscribe or register to gain special perks. But most won't do that because the use of cookies, registration they don't want to give out personal information-and many who do use information or click-stream data.false information. > Adhere to national laws limiting With Quova's Internet geolocation technology you can instantly determine the distribution and availability a Web visitor's real-world location-from country level down to a city area, of restricted content.by identifying the Internet protocol (IP) domain of origin. There's no need > Track campaign effectiveness by to ask for further information or store cookies in their browsers. analyzing geographic results.
Deliver Geographically Targeted ContentIf you know WHERE a customer is when he comes to your Website, you can immediately decide how to interact with him. You can customize your Website content, language, currency, products and promotions-making sure your site is relevant to each customer from the very first page. You can decide what ads to show them-Yankee's gear to New Yorker's-improving Quova's customers have seen drop click-through rates and reducing wasted impressions. You can even serve off rates shrink as much as 70% content rich ads only to those who have the bandwidth to view them. when content is delivered in the Internet Geolocation Technology right language.Quova's Internet geolocation data deploys real-time techniques to help online businesses locate virtually any visitor to their Web site, regardless of the network connection or device they use for Internet access. Quova provides geographic information for IP addresses including continent, country, region (US only), time zone, state, city, postal code, longitude/latitude and phone prefix (US and Canada only). We also provide demographic identifiers for IP addresses within the United States including DMA codes (Nielsen Designated Market Areas). Finally we provide network connection information for IP addresses, including connection type and speed and an AOL flag. Application Brief
LOCALIZE YOUR ADVERTISING AND WEB CONTENT continued
To get started, Quova can analyze a customer's current and past online traffic through Web logs to tell WHERE the customer's Web visitors are when they log on. And we can break this down to continent, country, state, and city level. With this ... [download for more]
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