| Our approach to geo-targeted audiences is based on using proprietary data and models to fix to identify the zone location of an IP address at a zip code, zip+4 or neighborhood level. Most IP to location software packages are very good at the state and DMA levels, then their accuracy starts deteriorating beyond the point of usefulness for true audience targeting. We evaluate millions of IP addresses and throw out about 90% that are highly dynamic or come from hot spots and businesses with many different types of people using the same IP. Our process utilizes some of the leading industry IP to location databases and algorithms, proprietary screening processing and validation using zip codes from millions of opt-in website registrations. Throughout this process, ClearSight receives no PII. We do not track web clickstream data or site visits. We do not receive consumers’ names or addresses or private information. |  |
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Our methodology is based on a tried
and true postulate, birds of a feather
flock together. We all know that this
is not absolutely perfect at the
individual level; a retired couple
might live next to a family with young
children. But at a statistical,
marketing level this type of targeting
works for many advertisers and is used
across many media. ClearSight utilizes
industry leading buying propensity
(probability of buying a category) and
buying intensity (relative sales of
the category in an area) combined with
census derived demographic data. The
entire country is indexed at the zip+4
and census tract levels by leading
demographers and direct marketing
modeling companies. Unlike clickstream data that uses the websites a person has visited to predict category interest and purchase intent, ClearSight data and models do not try to predict purchase intent. We simply show where purchases are actually happening increasing the probability of reaching this target audience. Every advertiser knows that some reasonable percentage of budgets should be allocated to heavy-up advertising to the audiences buying with the most intensity relative to the total audience. Every advertiser of products sold at retail knows that they must overlay advertising onto product distribution. That is what ClearSight enables. We are helping advertiser increase their share of targeted audiences reached in a campaign and ultimately market share. |
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