1) What is web visitor identification?
Web visitor identification is the process collecting data about individuals visiting your website. Instead of seeing anonymous traffic numbers, you get real insights into who’s visiting — like their company, job title, or even their name and email — depending on the identification tools in use.
2) How does web visitor identification work?
It typically works by using a combination of IP tracking, cookies, browser fingerprinting, and third-party data matching. Advanced tools also use identity resolution to match hashed emails, device IDs, or other unique identifiers to actual users.
3) What kind of data can be collected about website visitors?
Depending on the tool you use, data will vary. However, Identity Matrix specifically focuses on gathering contact and behavioral data. This includes name, title, company, LinkedIn, mobile phone, work email, personal email, address, and more.
4) Is web visitor identification legal and GDPR/CCPA compliant?
Yes, depending on which company you use. Identity Matrix leverages partner networks across millions of websites to identify opted-in leads only. In addition, all traffic analyzed is restricted to the US only.
5) What’s the difference between visitor identification and website analytics?
Generalized website analytics tools, like Google Analytics (GA4), provide anonymous data. This helps you understand some behavior, but it won't reveal identities of your web visitors. This means you can't generate leads, nor can you understand how specific personas, companies, etc. behave on your site.
6) What’s the benefit of identifying web visitors for B2B marketing and sales?
Website visitor identification helps you identify high-intent, in-market leads. This means you can fuel your sales team with "hot" leads. From a marketing perspective, it helps with account based marketing (ABM) and understanding the attribution and behavioral journey of your ICP.
7) Can I track a visitor's identity across multiple channels and devices?
Identity Matrix specifically specializes in attribution analytics. Based on our digital fingerprinting technology, we're able to understand who a person is regardless of the device they're on. We stitch these together to create a full attribution journey.
8) Which tools offer the best visitor identification capabilities?
Identity Matrix has a higher identification rate than any other platform on the market by 3-5x. While most companies identify a mere 10-20% of US web traffic, we identify an average of 70% of web visitors.
9) Why is person-level identification and intent better than company-level intent?
If a company is looking for your solutions or is on your site, that's great. However, knowing who at that company is interested helps you identify high-intent leads that are qualified to reach out to. With company-level data, you don't know if the person is qualified or simply an intern doing research.
10) How does visitor identification improve website personalization?
When you understand who is visiting your site and how they behave, you can optimize your content and nurturing with the right messaging at the right time. You're able to show what is relevant to them and skip what they don't care about.
BONUS: What’s the ROI of investing in a web visitor identification platform?
Results will vary based on the quality of your sales and marketing. However, Identity Matrix clients typically see a 3-5x higher ROI than their campaigns previously had. The reason is due to accelerated ABM efforts, lower costs than legacy platforms, and the identification of high-intent, in-market leads.
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