VISITORs IP Geo LOCATION
MVI solutions have long been a leader in utilizing Internet geolocation which identifies the internet visitor by their IP address, then determine the location down to the city and ZIP code level.
This allows you to customize your site to that visitor’s geo location by changing the language, image or content provided Real-Time Visitor IP Location can be used for a number of enhancements to improve marketing and readability.
Geolocation technology is not new and has been used since 1999, and the first patents were granted in 2004. The technology is widely used including retail, banking, media, education, travel, hospitality, entertainment, healthcare, gaming and law enforcement, to prevent online fraud, complying with regulations and serving targeted marketing content and pricing. Additionally, geolocation software is also used to support 911 location determinations.
Since geolocation software can provide the information of user location- web sites using geo marketing may provide web content or products that are better suited in that location. Advertisements and content on a website may be tailored to provide the information that a certain user wants.
Geotargeting can show different web content based on a user’s geolocation or other information. For example, going to google.com may redirect you to your local Google site. In various European countries, Google display search results match that country and language. In marketing applications, websites with geolocation software can display different content based on a user’s location, such as different advertisements, merchandise, prices in local currency and local news. Universities use geolocation software display courses offered at specific locations. Chain stores and restaurants, exhibit items, menus, and local promotional offers unique to a certain area. Financial institutions can show customers the nearest facilities based on their IP geographic location. Chinese website Hulu uses IP filtering that prevents anyone outside of U.S. IP ranges to use its service.
GeoIP Fighting Spam
Some Internet Service Providers use geolocation software to help with the prevention of email and website spam. Many countries are known to have loose spam laws, and the use of geolocation software allows ISP’s to identify or flag messages from these countries.
USA banks are now subject to strict new “Know your customer” laws imposed by the USA PATRIOT Act, the Bank Secrecy Act, the US Treasury Department’s Office of Foreign Assets Control and other regulatory bodies. These laws are designed to prevent money laundering, trafficking with terrorist organizations and trading with banned nations. By identifying where online visitors really are, geolocation can protect banks from participating in the transfer of funds for illicit purposes.
Online retailers and payment processors use geolocation to detect possible credit card fraud by comparing the user’s location to the billing address on the account or the shipping address provided. A mismatch – an order placed from the USA on an account number from India, for example – is a strong indicator of potential fraud. IP address geolocation can be also used in fraud detection to match billing address postal code or area code. Banks can prevent “phishing” attacks, money laundering and other security breaches by determining the user’s location as part of the authentication process.
The government, law enforcement, and security teams use geolocation as an investigative tool, tracking the Internet routes of online attackers to find the perpetrators and prevent future attacks from the same location.
Some have suggested that legislation should mandate the use of geolocation software, for companies distributing pornography considered obscene in some jurisdictions or to enforce international trade agreements.
Mobile marketing and channel strategy professionals must leverage context to deliver the right messaging at the right time to the right place to increase conversions. Marketers are using IP location tools to determine what content to post. Mobile marketing attempts to maximize opportunities by matching IP and location advertising.
Personalization Predicated On Knowledge Gained
Web pages as noted above are personalized based on the IP Geo Location. Other personalization changes are based on implicit data, such as items purchased or pages viewed. On an intranet or personalization is often based on user attributes. The term customization in this context refers to the ability of users to modify the page layout or specify what content should be displayed.
There are three categories of personalization:
- Geo Location based
- Collaboration based
Web personalization models include rules-based filtering, based on “if this, then that” rules processing, and collaborative filtering, which serves relevant material to customers by combining their own personal preferences with the preferences of like-minded others. Collaborative filtering works well for some items; however, it does not work well for a number of categories. Recently, another method, “Prediction Based on Benefit”, has been proposed for products with complex attributes such as apparel.
We all know that personalized content works better than generic content on the internet. But few companies know how to harness the power of personalization to avoiding the pitfalls. MVI Solutions has mastered the ability to build the right system to allow you to personalize.