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Identity resolution is the process of taking a person’s anonymous unique identifier and appending data about that person, or resolving their identity.  In our case we capture a unique identifier from your website visitors and query our Identity Graph to fill in the blanks about who they are, where they work, what their title is and how to contact them. 

An identity graph is a giant relational database.  It is a collection of information from a wide range of sources about a group of people.  In our case it’s a database of US adults that contains business contact information and things that identify them (unique identifiers).  A unique identifier can be an encrypted email address, device id or MAID.  An identity graph connects all that information and allows us to query it to resolve the identities of your website visitors. 

The short answer is YES, your website visitors are what is considered First Party Data, meaning they are people who have directly interacted with your company, in this case by visiting your website.  Visitor InSites simply enables you to use that data effectively.   That being said, there are things you should do to fully comply with privacy protection laws and be good stewards of your first party data.  You should have a statement in your website’s privacy policy letting visitors know that you collect personal data for marketing purposes.  You should have a way for them to opt out and remove them from your marketing databases if they do opt out.  Finally, use it only for legitimate purposes to further your business.

California’s CCPA is the strongest privacy law in the US but still does not prevent you from using your first party data.  The three main things you need to do to comply with the law are:

  1. Inform the consumer that you collect personal information for marketing purposes. This is usually done via a paragraph in the privacy policy.
  2. Give the consumer a way to Opt Out. This is usually done by providing an email address that they can send an opt out request to and is part of the same paragraph in the privacy policy. You also need to abide by any requests you receive by removing them from your marketing database.
  3. Do not sell the data. The laws view your website visitors as your first party data and you are free to use it but to sell it you must get explicit permission. 

GDPR is the European privacy protection law that went into effect in 2018.  It requires that consumers opt In, meaning you must inform them and gain their consent to collect and use their data.  It is the primary reason you see pop ups asking you to accept cookies.   GDPR does not apply to the US, but what if someone from Europe visits your website?  Visitor InSites only identifies and supplies you data about US adults.  Even if someone from outside the US visits your website, we can’t tell you who they are. They remain anonymous and GDPR is not violated.

Yes.  Some people are concerned about violating the CAN-SPAM act, which protects people from unwanted (spam) email.  Just like CCPA, CAN-SPAM requires you to provide a way to Opt Out.  Always include an unsubscribe option when sending marketing emails and maintain an unsubscribed list.  Most mass email platforms build it right into your footer and maintain a suppression list of people who have unsubscribed.  If you change platforms be sure to migrate your unsubscribe list to the new platform to remain in compliance.  The second part of CAN-SPAM is that you must identify your email as a marketing message.  That doesn’t mean you can’t get creative with your subject lines but don’t use sneaky ‘bait & switch’ tactics.

No, we provide you with the raw data, making it easy for you to work it into your current sales and marketing systems.

Some CRMs and Marketing Automation Platforms can tag return visitors using a cookie.  That means the person needs to be in your database already and has to visit more than once.  Visitor InSites can identify them the first time they visit your site, whether they are in your database or not. 

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