The newsletter that finds out where you live

You take a list of several hundred Danish cities and combine it with 53.000 sets of Danish IP addresses. It gives a complete geographical picture of all Danish Internet connections.

The solution offers great opportunities for, for example, travel industry, retail chains, restaurant chains and others with more geographical locations. In addition, B2B players, who need to bind dealers geographically to their recipients, can also achieve big gains with the Geo-IP solution from Danish MarketingPlatform.

You leave digital tracks on the Internet

When you connect to the Internet, you leave among other things, geographical tracks. The tracks are tied to the IP address that you internet provider assigns you. In reality this means that every time you use the Internet, your internet connection will tell where you are approximately located.

Danish 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.

“By comparing groups of IP addresses with the recipient’s unique IP address, when they for example click in a newsletter, we can precisely determine their geographical location”, says Kim Østergaard, who founded MarketingPlatform. The company has identified more than 53.000 sets of Danish IP addresses in their solution.

“In practice a campaign can target recipients in one of more cities, and or regions quite automatically”, continues Jesper Munkholm, who is a partner in the company.

Who can use the geographical knowledge

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.

Numerous studies show that segmented newsletters perform 4-10 times better than “one to many” sendings.

“With our solution it is already possible to learn from the recipients’ 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’s profile board is automatically updated with a geographical profile”,continues Kim Østergaard.

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 “triangle area” (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.

The perspectives of Big Data and Geo-IP

“We 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 ”, Kim Østergaard points out.

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’s profile. By adding Big Data, the dataset is extended to go across of all recipients of the chains in the newsletter solution.

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.