VisitorView FAQ

Understanding Data Matching
As a MultiView VisitorView customer, you have access to in-depth insights about your site visitors through our client portal. Along with standard website analytics, which cover visit dates, location and referring URL, you can also see the specific companies that visited, the pages they were interested in, and their industry vertical and contact information — so you can take immediate follow up actions.

Question: How does VisitorView work?
Question: What is the VisitorView match rate?
Question: Why does the VisitorView matching rate seem low?
Question: My company runs programmatic ad campaigns through MultiView, why don’t I see matches for all of the traffic from the campaigns?
Question: If my company has a low match rate or some matching issues, how can these analytics still be useful?
Question: Why do I need a Privacy Policy?

Question: How does VisitorView work?

Visitors arrive at your website through many means, such as email campaigns, banner ads, promoted content, search results, or by directly typing your site address.

When a visitor arrives at your site, MultiView captures their unique IP address and looks it up in our B2B database. If a match is found, then the corresponding data about that IP address is displayed on the client access portal.
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Question: What is the VisitorView match rate?

The MultiView B2B database is vast and growing, but it’s important to understand that not all IP’s will be found in our database. Out of the billions of possible unique IPs, MultiView is able to provide VisitorView information for roughly 30% of them.

While match rate continues to be a challenge for B2B online customers, MultiView’s unique value is in its strength in small-to-medium-sized business providers and in improving its match rate.
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Question: Why does the VisitorView matching rate seem low?

There are a few reasons why VisitorView may not match the majority of your company’s traffic:

1. For privacy reasons, and by law, MultiView cannot capture and store the identities of unique individuals. MultiView can only capture, match and display companies with publicly registered IP addresses. Many small businesses simply don’t have the need for a publicly registered IP address, and instead use internet connections through ISPs, such as AT&T, Time Warner, etc. MultiView has no way to match companies that use ISPs without also capturing the individuals that use ISPs, so VisitorView ignores ISP data and only captures publicly registered IP addresses.

2. If someone is working off of their cell phone or off-site without being logged into their VPN, their company information cannot be captured.

3. If the IP address of a site visitor is masked or truncated it may not be matched exactly against the database and therefore may not register.

Question: My company runs programmatic ad campaigns through MultiView, why don’t I see matches for all of the traffic from the campaigns?

Programmatic transactions must be completed in milliseconds, the amount of information available is inconsistent and often incomplete or fragmented, which makes it difficult to match in real time, in addition, some exchanges and servers do not pass complete data for security and privacy reasons.
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Question: If my company has a low match rate or some matching issues, how can these analytics still be useful?

Even with incomplete information, you and your company can still draw very accurate conclusions about your visitors by using data sampling.

Data sampling is a statistical method that’s been used since the invention of statistics. It’s a method of analyzing a subset of visitors in order to identify patterns and trends in the larger complete set of visitors. Even without having 100% of the visitors identified, using the principles of sampling MultiView clients can still draw very accurate conclusions based on the visitors that can be identified.

Keep in mind that data sampling becomes more accurate with additional visitors considered. It is important to get a large enough sample size, and unlike other companies that may rely heavily on data sampling, MultiView will try to match to their B2B database every single visitor to your website.

Question: Why do I need a Privacy Policy?

One of the biggest challenges facing internet businesses today is user concern around how their data is being used. A Privacy Policy is your stated agreement to anyone who comes to your site that describes how your company and your partners intend to use data from the users who come to the site.

Having a defined Privacy Policy is useful in two ways:

1. Provides transparency with your potential customers, which builds trust.

2. Protects your company by clearly disclosing what you and your partners will and won’t do with user data.

As an example, MultiView’s Privacy Policy is linked here and is our commitment to anyone, whether they come to our site or allow us to store data on their behalf, on how we use their data and for what purpose.

MultiView recommends not copying other privacy policies, but customizing your policy based on your company’s practices of handing customer or user data, how it is being collected, how it is stored, who it is shared with, and how long it is kept.

MultiView also recommends seeking counsel to ensure that your Privacy Policy is not only accurate and legal, but also flexible enough to allow different uses of the data in the future.
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