Pearl Diver - FAQ

Pearl Diver - FAQ

Is Pearl Diver a good fit for me? 

Pearl Diver is for businesses serving Business to Business (B2B) or Business to Customer (B2C) markets. It’s best suited for small-to-medium-sized businesses.  Pearl Diver is most effective for businesses with a US customer base.
While identifying email interactions is not country-specific, identifying website visitors is available for US locations only.

If you have any of these characteristics Pearl Diver could be a good fit - even one can provide a strong ROI: 
  1. You have invested in generating website traffic 
  2. Email is a key customer communication tool for your business
  3. You have high website traffic 
  4. You have a high price product or service 
  5. You use email marketing to acquire and nurture leads 
  6. You actively follow up leads and deals 

What does Pearl Diver do for me? 
Pearl Diver shows you the people behind the clicks and how to connect with them. 

Pearl Diver gives you access to your most valuable sales and marketing data. With Pearl Diver, you’ll know who’s visiting your website and who is interacting with your emails.  
Fueled by your data, you can use your own digital assets – your email and your website – to strengthen your existing sales and marketing plays and discover new plays.

Pearl Diver’s point of difference is our powerful data analysis across email and websites. We combine your identified site visits data and email interactions data to find your most engaged prospects and customers and provide you with actionable insights.  

Visibility 

Pearl Diver gives you enhanced visibility in two key communication channels: email and website. 
  1. Email: Pearl Diver identifies when your emails are opened and/or links are clicked for each email recipient. 100% of interactions are captured. 
  2. Website: Pearl Diver identifies who is visiting your website. Without Pearl Diver on average 2-3% of visitors are identified (via webforms, contact pages, etc). With Pearl Diver typically 5-20% of real visitors will be identified. As a seller you want to know if your emails are being opened, your proposals being read and your website visited. Pearl Diver gives you visibility so you can fast track deals – especially for those who look at your email or visit your site multiple times.  

Enrichment 

When Pearl Diver identifies a website visitor, their record is enriched to provide you with powerful sales and marketing data. Pearl Diver includes B2B, B2C and data. 
Your enriched data can be used to build prospect lists, target cross-and-upsells and enhance market segmentation. 

Demand generation - Use the Black Pearl Mail Product as part of your Pearl Diver package!

On average your existing customers are 8x more likely to buy from you. Pearl Diver allows you to use our Black Pearl Mail email tracking and signature product, that  turns your email into a digital billboard for your businesses. The wasted space in email signatures is converted into a banner that promotes and sells your products and services. Plus, you’ll get alerted who clicks your emails and when. 
You’ll also know when current contacts are visiting your website, showing engagement or interest in your products and services. 

Data ownership

Your data is available for download so that you have full access to the data generated through your email and website channels.  This provides you with an asset of known potential customers that adds value if you ever decide to sell your business or partner with others. 

Where does the data come from? 

There are two sets of data that are used and integrated in Pearl Diver: 
  1. Email interaction data 
  2. 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. 

How do we identify information for visitors to your website?

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.

How many visitors will I get identified in my Pearl Diver platform? 

On average 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. 

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.  

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.

Can I see which pages from my website were visited? 

Not currently. This is a feature we are working towards in our current roadmap.
Pearl Diver recommends your site has a consent string for your customers.
A consent string is a string of characters that encodes information about user consent for the collection and usage of personal data for online advertising purposes. Your consent string contributes to your compliance with the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). 

Whether you need a consent string may depend on your location and the laws that apply to your business. If you operate in the European Union or California and are collecting and using personal data for online advertising purposes, you may need to obtain user consent and use a consent string to store and convey this information. It is advisable to consult a legal expert to determine the specific requirements that apply to your business. However, in order to utilize the Pearl Diver service, we required this out of an abundance of caution. 

What information needs to be included in my privacy policy? 

A privacy policy should include information about the personal data you collect, how you use it, and who you share it with. Specifically, a privacy policy should include the following information: 
  1. Types of personal data collected: This should include a list of the types of personal data you collect, such as name, address, email, phone number, etc. 
  2. Purpose of collection: Explain the reasons why you collect personal data, such as for account creation, to provide services, for marketing, etc. 
  3. Data storage and retention: Explain where and for how long the personal data will be stored. 
  4. Data sharing: Explain with whom you may share the personal data, such as service providers, third-party advertisers, etc. 
  5. User rights: Explain the rights of the users regarding their personal data, such as the right to access, correct, delete, or restrict processing of their personal data. 
  6. Data security: Explain the measures you have taken to protect personal data from unauthorized access, misuse, and unauthorized disclosure. 
  7. Changes to the privacy policy: Explain the process for updating the privacy policy and the steps you will take to inform users of any changes. 
It's important to note that privacy laws vary by jurisdiction and your privacy policy should be reviewed and updated as necessary to ensure compliance with the laws that apply to your business. 
The California Consumer Privacy Act (CCPA) requires businesses to obtain user consent for the collection and usage of personal information for online advertising purposes. While having CCPA guidelines in your privacy policy is a good step towards complying with the law, it is not enough on its own. 

A consent string is a standardized way of storing and transmitting user consent information, which enables advertisers and ad technology companies to understand and respect a user's preferences for the collection and use of their personal information. Using a consent string helps ensure that user consent is accurately recorded and communicated, and it can help demonstrate compliance with the CCPA and other privacy regulations. 

So, even if you have CCPA guidelines in your privacy policy, it is still a requirement of utilization of the Pearl Diver service. 

Is the data I received TCPA compliant? 

Whether the data you received is TCPA (Telephone Consumer Protection Act) compliant depends on how the data is collected and if the individuals included in the data gave their prior express consent for telemarketing calls or texts to be made to them.  
As TCPA is not transferable, the data can only be leveraged for enrichment, targeting and matching, unless you specifically obtain the permission from the user. 

How can I action customers requests related to their data?

You can either direct the customer to fill out the below form or fill it out for them.
This form has the below options:
  1. Request My Information
  2. Delete My Information
  3. Opt Out or Unsubscribe
  4. Do Not Sell My Personal Information

Where should I install the tracking pixel (tag/iframe) on my website? 

The code snippet should be installed in a global location in your site code. This could be a <head> or <body> tag element, or placed and deployed using Google Tag Manager (GTM). Successful installation would show the code snippet being visible when inspecting the code in the browser. 

Can I install the tracking pixel (tag/iframe) on a single or specific web page? 

Yes, the tracking pixel can be installed on a single web page to track only that specific pages web traffic. When the pixel is installed to a specific page, not in a globally applied header-code, the pixel will track the data for the single associated page only. If your website builder supports publishing a tracking pixel to a single page, you will be able to install your Pearl Diver pixel to this single location.

How do I access my Pearl Diver Data?

The team will request the email addresses you would like authorized as admins who can login to your company's Pearl Diver dashboard to view and export your data. The Blackpearl team then run a backend action to create a direct invite link for the given email addresses. We then send these invite links to the nominated Pearl Diver admins, who can then follow the prompts to login to your Pearl Diver dashboard via https://app.pearldiver.io/login

It is important to note that an email can only be authorized to ONE Pearl Diver application. If you are already a Pearl Diver user and your email is authorized to login to your application, you cannot use the same email to login to a new instance of Pearl Diver. You will need to provide a new email for the team to authorize this login to Pearl Diver.
We support emails hosted with Microsoft and Google - including @hotmail and @gmail emails.

Why are there duplicate records in my Pearl Diver Dashboard? 

Records are de-duplicated by email address based on activity date. If a user has multiple email addresses and those are associated with a cookie, the resolutions are provided as they represent a cookie match. 

I have multiple websites / domains, can these all be included? 

Pearl Diver can operate over multiple email domains and websites. See our pricing page for details.

How often does the Pearl Diver data update in the Dashboard?

Currently the Pearl Diver dashboard will update once per day at 2.30pm EST. This update will import any data that has been logged prior to 8am EST of the same day. This means data from 8am to 2.30pm EST of the same day will be captured in the update the next day at 2.30pm EST for a full 24 hour cycle.

What is included in the 'Pearls' Audience?

Mutually exclusive subsets of people of particular interest:  Visitors you haven’t emailed: people who you haven’t been in email contact with, who’ve visited your website multiple times in the last 28 days 
Visitors you’ve emailed: people who you've engaged with over email in the last 28 days, and who've visited your website multiple times in the last 28 days

What is Back in Market on the Pearl Diver 'Pearls' Audience Filters?

People who haven’t engaged with you for a long time (28 days or more) and have re-engaged (email interaction or website visit) in the last 28 days 
Back in market examples: 
  1. You sent Mary an email in the past; Mary opened the email this week and her last interaction with your email was 100 days before her most recent interaction (she’s back in the market after a 100 day gap) 
  2. You sent Bob an email in the past; Bob visited your website yesterday and his last visit was 30 days before his most recent visit (he's back in market after a 30 day gap

What data do I get access to? 

B2B  website visits 

A B2B record is a data record that contains information about businesses in a business-to-business (B2B) context. It may include various types of information, such as the company’s name, contact information (e.g., email, phone number, physical address), industry, size, revenue, and other relevant business data. Pearl Diver also includes information on the individual visiting, such as name, job title, etc. 
B2B records can be used to identify potential business customers, partners, or suppliers and to tailor their sales and marketing efforts accordingly. 

B2C website visits 

A B2C record is a data record that contains information about individual consumers in a business-to-consumer (B2C) context. It includes various types of information, such as a consumer's name, contact information (e.g., email, phone number, state) and demographic data (e.g., age, gender, income).
B2C records can be used to understand customers better and to develop more targeted marketing campaigns and personalized experiences.

Plain Text Email (PTE) 

These are records where only the email and IP Address is captured. These records do not count towards your usage. 

See below a summary of the attributes Pearl Diver currently can capture:
  1. First Names
  2. Last Names
  3. Personal Emails
  4. Additional Personal Emails
  5. Personal Addresses - City, State, Zip Code
  6. Mobile Phone
  7. Personal Phone
  8. Direct Phone
  9. Gender
  10. Age Range
  11. Income Range
  12. Business Email
  13. Job Title
  14. Seniority Level
  15. Department
  16. Linkedin URL - Direct and Company
  17. Professional Address - Street, City, State, Zip Code
  18. Company Name
  19. Company Domain
  20. Company Phone
  21. Primary Industry
  22. Company Revenue
  23. Company Employee Count

A Pearl Diver record had matched details for a family member rather than the person who visited my website - why did this happen?

When there is a single IP with multiple individuals' information associated, this is because multiple people have been associated with that IP address. Pearl Diver is unable to identify which specific user from the shared address has accessed the website unless other identifiers for the same visit can all be matched to a specific person e.g. the logged in email and device ID all related to a single person.
If any of the other identifiers were still associated with multiple users then we cannot tell reliably which person was on the website. This often happens when a home computer is used – this has a shared device ID and a shared IP address. If you browse the website from a home network or family member's device, the system may detect their details and your details and link subsets of both you and them as a record. This cannot always be avoided due to the matching criteria being used. 

Use in email and marketing campaigns 

With Pearl Diver you’ll capture the emails of visitors to your site. Rather than rely wholly on opaque and anonymous tools like Facebook and Google ads, you can use those emails to run your own campaigns with drip email or marketing. Create audiences based on rich firmographic and demographic data for personalized targeting and remarketing efforts. 

What is an 'Audience' and how do I filter my data?

An Audience is a custom filter to segment your Pearl Diver data. This allows you to configure custom filters to only capture specific subsets of data to enable targeted management. For example, a Real Estate company focused on residential property in Arizona may get Pearl Diver traffic from across the US. They would configure an audience filter that pulls from their main data list, looking at only individuals who are located in AZ adjacent states, who have been to the website more than once and have a mobile number on file. This will display a targeted subset of your Pearl Diver data which you can then export and manage differently to your base dataset, or you can connect this audience to import into your CRM's or marketing platforms for targeted campaigns.


How do I send my Pearl Diver data to my CRM or marketing software? By using our Zapier integration or export to email destinations

There are 3 ways to export your data from Pearl Diver currently.
1. Direct export for your full identified data set in the last 7, 28 or 90 days - you can use the direct export data button on the 'website visitors' or 'website visits' pages
2. Using 'Destinations' you can send your Pearl Diver data out of the system b y configuring a Zapier Integration. Note, to configure the Zapier integration, you will need to have an audience filter configured to connect to a destination. Zapier allows you to use an API to connect your Pearl Diver account to  outside, third-party systems where you can build automated workflows customized for your role and business. This is a quick and efficient way to automate sending your lead data from Pearl Diver directly to your CRM, Marketing system or other supported platforms

You will need to create or login to your Zapier account to use this destination option.
  1. See here help guide to configure your Pearl Diver audience to send information through a Zapier connection
  2. See here for documentation on how to configure a 'Zap' connection inside Zapier. 

3. Using 'Destinations', you can also export your data to email. This option allows you to easily download and directly send the Pearl Diver data to an email address (export to email function)


    • Related Articles

    • Pearl Diver for our Partners - FAQ

      Thank you for choosing to partner with us! As part of our commitment to delivering exceptional support tailored to our partners, we'd like to introduce this specialized FAQ document. While our standard Pearl Diver FAQ addresses general queries, this ...

    • Pearl Diver REST API - FAQ

      What is an API? An API, or Application Programming Interface, is like a middleman between different software programs, helping them communicate with each other. It takes requests from one program, tells another program what to do, and brings back the ...

    • Cancel your Pearl Diver Subscription

      We understand that circumstances change, and you may be considering canceling your Pearl Diver subscription. Before you proceed, we want to ensure that you have all the information you need to make an informed decision. In this article, we'll guide ...

    • Download and Utilize Pearl Diver Playbooks

      Welcome to our Pearl Diver Playbook series! These playbooks are powerful resources designed to enhance your experience and maximize the benefits of our Pearl Diver software. In this guide, we'll explain why they are invaluable tools for optimizing ...

    • Pearl Diver - Optimizing Results

      Guide to Utilizing and Increasing your Pearl Diver results. There are a couple of common factors which can reduce this percentage listed below. We typically are able to identify 20%-40% of your websites unique USA based visitors. Consent String set ...