How accurate is the data?
Over time people change jobs, locations, email addresses etc. As a result, what is accurate today when it’s collected may not be accurate tomorrow when it’s used. Website visitor data is always moving. Each field is updated with the latest available data from one of USA's largest data co-operatives.
The majority of email interaction data is highly accurate as it is sourced directly from the company’s email routing service. Opens and clicks data can be hampered by various factors, however Blackpearl has proprietary algorithms to clean this data.
Where does the data come from?
There are two sets of data that are used and integrated in Pearl Diver:
- Email interaction data
- Website visit identification
Email interaction data is sourced from your email metadata if you have connected the Black Pearl Mail email tracking product. Pearl Diver records the addresses of who receives, opens and clicks your emails.
Website visitors are identified and matched using an identity resolution graph from one of USA's largest data co-operatives to provide demographic and firmographic data. These data sets are matched to highlight where there is overlap between your website traffic and email interactions.
What is an Identity Graph?
An identity graph is a collection of data that links multiple identifiers or touchpoints of a specific user or entity across various devices, channels, and platforms. It helps companies and marketers to create a unified view of an individual or a household across different interactions, devices, and platforms. By consolidating data from various sources, an identity graph provides a more comprehensive and accurate representation of an individual's behavior and preferences.
Identity graphs typically include data such as email addresses, phone numbers, social media handles, website cookies, device IDs, and other identifiers that can be used to track user activity. By analyzing this data, companies can better understand their customers' behavior and preferences, and deliver more personalized and relevant experiences across various channels.
Identity graphs are commonly used in digital marketing, where they help to improve targeting, segmentation, and attribution. They can also be used in other industries such as finance, healthcare, and telecommunications, where the ability to identify and link customer data is essential for providing personalized and seamless experiences.
There are two parts to our service 1) identifying attributes
of a visit 2) matching those attributes with firmographic and demographic
data. Attributes include data such as IP address, HEM, device id's and
cookies. Exactly how we gather these and bring them together is part of
our secret sauce. When we have these attributes, we access an identity
graphic to match these to individuals and data about them as part of one of
USA's largest data co-operatives.
Outside of Pearl Diver, an average of 2-3% of website visitors become identified; usually through filling out a form or submitting a query. Pearl Diver will often increase that without the need for your customers to fill any forms, creating substantially more identified prospects to work with.
Typically, Pearl Diver will identify between 5-20% of real, human visitors. This will vary for each customer and on any given time period, and currently our customers are seeing an average of 30-40% human traffic identified, and some customers up to 70-80%.
Are my identified website
visitor records unique?
When an identified record is listed in your Pearl Diver,
this is treated as a unique record. Should that person visit your website
again, you will see the same unique record's visit count update.
The only time you will see a second record for what appears to
be the same person, is if all their information from the second visit does not
match the initial e.g., they have a different email address/ phone number
identified that was not matched for the initial visit.