inspire innovate involve FREE RESOURCE Digital Marketing Success: Use Cases

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1 in inspire innovate involve FREE RESOURCE Digital Marketing Success: Use Cases

2 h History of the Internet and Digital Marketing from Pew Research Center 1989 The World Wide Web begins as a CERN project AOL launches instant messenger chat service First website and server goes live First web browser, WorldWideWeb is developed Archie, the first internet search tool is created Researchers create a live shot of a pot of coffee so they could tell from their computer screens when it was done brewing. Later, it becomes the first webcam 1 Background The practice of digital marketing encompasses activities related to identifying, targeting and selling to consumers across many platforms of electronic media. Digital marketing includes online advertising, marketing (through mobile, desktop and tablet devices), social media targeting, search engine optimization, paid search, affiliate marketing, and more The first photo is posted on the web 1993 CERN allows the WorldWideWeb into the public domain IMG HTML tag proposed for online image viewing While digital marketing continues to grow and evolve, the goal is typically the same as in more traditional marketing channels: Cost-effectively target the consumers who are most likely to purchase your product or service One of the first known web purchases occurs from Pizza Hut The White House goes online Yahoo is created The first online banner ad appears Amazon.com, Match.com, ebay, and Craiglist launch 77% of online users send/receive at least once every few weeks Nokia launches the first phone with internet capabilities Hotmail launches one of the first webmail services In a rapidly shifting digital marketplace, consumers are driving the speed of change. Coupled with growing concerns regarding privacy, it s become more challenging for marketers to identify, target and reach their digital audience. Consumers are reluctant to identify themselves, often changing mobile numbers, digital devices, or addresses, or even the location from where they access the web, making it critical for marketers to quickly adapt. Digital marketing agencies specialize in tailoring solutions for marketers to reach their desired audience, even when the consumer remains anonymous Netflix and GoDaddy launch Google.com is registered as a domain The term weblog is first used 1999 MP3 downloading service Napster launches, later shut down for illegal music sharing

3 2000 History (continued) 40 million Americans have purchased a product online AOL acquires Time Warner 2001 Wikipedia is launched 2 IP Address Identification million people go online from work Social networking site Friendster.com launches Apple launches the itunes Music Store, sells one million songs in the first week Skype and LinkedIn launch The CAN-SPAM Act is signed into law Facebook launches Google begins trading on NASDAQ YouTube is founded Twitter launches Google acquires YouTube for $1.65 billion 2007 Apple releases the first iphone % of cell phone owners say they have gone online with their phones Groupon launches Apple launches its App Store 2010 Pinterest and Instagram launch What is an IP Address and Why is it Useful? Today s technology allows digital reporting systems to keep track of every individual who visits a website, based on Internet Protocol (IP) addresses, allowing access to a complete and permanent record of activity-per-visit. While marketers may strive to have website visitors fill out a form, or self-identify via the contact me button, the reality is that potential buyers are researching companies and products far in advance of their willingness to identify themselves. Studies show that up to 75% of a buyer s research is done prior to self-identification. However, it s not necessary to wait for prospects to identify themselves before marketers start tracking their actions or identifying them using IP recognition techniques. IP Address Matching In marketing applications, IP addresses can often be tied back to an address. However, IP addresses can have a one-to-many relationship with an address. For example, a family or roommates that access the internet from a single router will result in more than one address associated with a single IP address. An IP address is similar to a landline telephone number for internet access. More than one party can have the same IP address or landline telephone number Microsoft buys Skype Google+ launches Facebook buys Instagram for $1 billion, debuts on NASDAQ ecommerce sales reach $1 trillion worldwide 56% of Americans own a smartphone Twitter files IPO Apple s App Store downloads top 40 billion However, IP address matching to address is highly useful in online targeting or remarketing, especially when coupled with a time stamp or basic location information. Beyond identification of addresses, IP address information is also useful to determine overall demographics of an online visitor. Once an individual is identified through IP address matching, additional behavioral attributes can be appended to further identify specific buying behaviors or lifestyle information of the individual. This information is used in personalized ad retargeting, obtaining multi-channel marketing information, and personalizing a consumer s online experience Facebook buys Whatsapp for $19 billion

4 Case 1: IP Address Matching for Online Mobile Banking Situation: An online mobile banking company needs to identify web visitors by their IP address and associate users with demographic behavioral attributes. What is an IP Address? An Internet Protocol (IP) address is a series of numbers assigned to a piece of equipment that accesses the internet. IP addresses are assigned to devices such as computers, mobile phones, tablets, printers, servers, routers, fax machines, and other similar devices. This series of numbers is separated by dots and includes between one and three numbers per set: Solution: The online bank provided input IP address, zip code, and time stamp information. This information was matched to Infutor s database containing almost 400MM IP addresses. Information was subsequently matched to a comprehensive database of demographic attributes and automobile ownership. Results: The client s analysis demonstrated a 55 60% correlation of historical purchasing activity to appended Infutor attributes. This highly correlated information provides strong insight into consumer behavior where actual purchase history is unknown. IP Address Matching allows the client to use demographic and lifestyle data for modeling, tied to an IP address. This model allows for relevant product advertising with no Personally Identifiable Information (PII) exchanged.

5 What is MD5 and SHA1? Originally created for online security applications to verify data integrity, the MD5 (Message Digest 5) and SHA1 (Secure Hash Algorithm 1) hashes are becoming more widely used in marketing applications for transferring data without exchanging personal information. What is a Hash? A hash function refers to the ability to transform a piece of information or data into a fixed-length series of characters. 3 MD5 and SHA1 Anonymous Identification MD5 and SHA1 are algorithms used to verify data integrity. The purpose of these algorithms is to provide data as an input, and generate a fixed size hash value as an output. The input data can be of any size or length, but the output hash value is always fixed. In the case of MD5 and SHA1 hashing, the algorithm converts an address into a character string. Every time a unique address is run through the MD5 or SHA1 conversion, it produces the exact same result. Hashing through MD5 and SHA1 is a one-way conversion. After conversion, hashes cannot be converted back to addresses. Using this approach, parties share no actual addresses, and since the hashes can t be converted back to actual addresses, the hashes are useless for any purpose other than matching. MD5 Conversion Example johnsmith@ .com MD5 9B374134FD3322D5D7370B26D95B4B6D Through advanced digital file compilation and matching, MD5 and SHA1 hashed information can be decoded to provide useful information. Anonymous hashed data can be matched to a database of known hashed information to provide consumer contact information, insights and demographic information. In instances where a company is using hashes only to target specific sub-segments of consumers, (and do not want to acquire personal consumer information) hashes can be matched, demographics and lifestyle information returned, and online ads instantly targeted based on matched information. This can occur in real-time, with no actual addresses or consumer contact information being exchanged.

6 Case 2: MD5 Hash Decode for Retail Marketing Acquisition Situation: A large national retailer has an inventory of several million client addresses that have accumulated due to several acquisitions. The Retailer wants to be able to send offers to these clients of companies they have acquired. The addresses are in MD5 Hash format. The Retailer wants the addresses verified and a permission pass sent to the clients. Solution: Infutor receives the MD5 hashed addresses and matches them to the Infutor database. These addresses are then verified through the Infutor validation process. After Validation is complete, a permission pass is executed to valid addresses. Result: The retailer has nearly 3MM new valid and permissioned addresses to deploy offers from the new company. The average validation rate of reverse hashed data exceeded 85%. Case 3: MD5 and SHA1 Hash Matching for Web Publishing Situation: A large, publicly-owned company with a significant presence in EU is looking for U.S. partners who are able to receive a hashed in real time and return an address. This company works with Web Publishers to send communications to website visitors. The EU company is able to extract a hashed from the website visit and needs a partner who is able to decode the hash with an actual address for deployment. The Company required sub 500 millisecond response for the hash decode. Solution: Infutor created a table relating all of our addresses to both MD5 and SHA1 encrypted algorithms. The reverse hash transactions were made available in real time, within the company specifications. Result: Infutor is able to process and return up to 1,000 hashed addresses, submitted simultaneously, in less than 2 seconds, enabling the web publisher meet their ad serving requirements and goals.

7 4 Conclusion There are many ways to combine digital marketing best practices with new, cutting-edge technology and solutions. By leveraging unique data assets with real-time technology, companies are finding new ways to engage their top comsumers. As digital marketing continues to evolve, the way to reach consumers will also expand and create new opportunities to reach consumers across multiple platforms. 5 About Infutor Data Solutions Infutor Data Solutions, Inc. is a privately-held corporation whose primary focus is creating and maintaining the most accurate and complete data assets available. Compiled from public and proprietary information, these data assets are highly regarded in the information industry and are used by many of the industry s largest information resellers, advertising agencies, fraud and analytics firms, large non-profit organizations, and retailers. Our clients include four of the five largest marketing service providers/agencies in the United States, two of the three major credit bureaus, one of country s largest non-profit organizations, and Fortune 1000 retailers, skip tracing, fraud and analytics providers. Infutor s solutions are used as a foundation for applications in: Marketing segmentation and targeting Digital identity validation and verification Direct marketing Retail consumer acquisition/retention Database management Fraud detection and management Inbound call center identification and call routing Enhanced/proprietary change of address processing (PCOA) Skip tracing Corporate data integration (CDI) Law enforcement searches Data is accessible through on-site licensing, automated batch processing, real-time XML data transactions, and online query and order systems, all of which have been developed and maintained by Infutor. 6 More Information 2017 South Route 59 Plainfield, IL (312) sales@infutor.com plus.google.com/+infutor