![\"geolocation-mailplatform\"](\"..\/..\/..\/wp-content\/uploads\/2017\/04\/geolocation-mailplatform.jpg\")
<\/a><\/p>\nDanish MarketingPlatform uses these tracks. Only the internet provider and of course authorities can bind an electronic footprint directly with a particular person. However, if you know the person, the opposite view is very interesting in a marketing context. As a minimum, an email marketing system knows the recipient’s email address.<\/p>\n
\u201cBy comparing groups of IP addresses with the recipient\u2019s unique IP address, when they for example click in a newsletter, we can precisely determine their geographical location\u201d, says Kim \u00d8stergaard, who founded MarketingPlatform. The company has identified more than 53.000 sets of Danish IP addresses in their solution.<\/p>\n
\u201cIn practice a campaign can target recipients in one of more cities, and or regions quite automatically\u201d, continues Jesper Munkholm, who is a partner in the company.<\/p>\n
<\/p>\n
Who can use the geographical knowledge<\/h4>\n
Retail businesses with different geographical locations can target their offer to the individual stores and areas. Deal sites, which often offer services targeted towards the individual cities, also have a big financial incentive in the geographical segmentation.<\/p>\n
Numerous studies show that segmented newsletters perform 4-10 times better than \u201cone to many\u201d sendings.<\/p>\n
\u201cWith our solution it is already possible to learn from the recipients\u2019 active behaviour, collect knowledge across the recipients, and, of course, let each recipient update their information. We now add a passive learning where the recipient\u2019s profile board is automatically updated with a geographical profile\u201d,continues Kim \u00d8stergaard.<\/p>\n
The travel industry knows that there is a big difference in where customers from different areas of Denmark choose to spend their holidays. Customers from Amager area have more things in common with people from the so-called \u201ctriangle area\u201d (an area in Southern Denmark), than they have with customers in inner Copenhagen. With Geo-IP targeting, this information can be used in MarketingPlatform for simple segments, advanced segments, Dynamic Content or Relevant Content.<\/p>\n
<\/p>\n
The perspectives of Big Data and Geo-IP<\/h4>\n
\u201cWe are currently working on expanding our use of Big Data to work with Geo-IP. In this way, the flock behavior from Big Data can be made dependent on Geo-IP information \u201d, Kim \u00d8stergaard points out.<\/p>\n
An example could be a hardware chain that has stores distributed all over Denmark. Based on Relevant Content, they can replace products in the newsletter, which is based on the individual recipient\u2019s profile. By adding Big Data, the dataset is extended to go across of all recipients of the chains in the newsletter solution.<\/p>\n
Combining the above with the geographical information from Geo-IP, Big Data can learn from other recipients from the same area, and therefore increase the relevance of the content, that is, a natural superstructure on Relevant Content, concludes the team behind MarketingPlatform.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”3.16.1″ background_color=”#dee7f1″ global_module=”21281″][et_pb_row _builder_version=”3.0.48″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.0.47″][et_pb_text _builder_version=”3.16.1″ text_orientation=”center” custom_margin=”||15px|”]<\/p>\n
Try MarketingPlatform for free for 14 days<\/h2>\n
The trial period is free, completely non-binding and expires after 14 days if you do not wish to continue.
Upon your subscription to our trial period, you will at the same time receive our educational flow on a series of emails – as well as our newsletter.<\/p>\n
[\/et_pb_text][et_pb_code _builder_version=”3.19.9″ custom_margin=”0px||10px|” custom_padding=”|||”]