“Without data, you are just another person with an opinion.” — W. Edwards Deming, engineer, statistician, author
Gaining quality data should be an integral part of your business strategy. And, doing so while complying with data regulations should be equally as important. When devising a plan to get hold of high-quality, valuable data for your lead generation or new business strategy, it is important to ensure the technology you decide to use — and your subsequent follow-up process — fits current data compliance regulations. Since the enforcement of GDPR back in 2018, 62% of UK consumers feel more comfortable sharing their data, according to Varonis. So, while data compliance changes may have caused some initial confusion for marketers, the impact has proven positive. After all, the more trust your potential clients have in your brand, the more likely they are to provide you with data and be willing to work with you.
Tracking visitors to your website: what can you learn?
Website visitor tracking can provide you with hordes of useful data about your site, its visitors and your business. Every technology that tracks your visitors is different, and different sites will make use of different information. Here are some examples of what website visitor tracking tools can identify and what it can be used for:
- A user’s location, based on IP address
- The specific business a user is visiting from, based on IP address
- A visitor’s user journey — the pages a visitor is exploring, how long they are on the site for, at what point they exit the site
- User behavior — their interests, purchase behaviors, actions and more
- Website success — see how your website is working and make necessary changes
- Collect data to improve personalization, recommendations and targeted advertising
Cookies vs Business IP tracking
Cookies are small files that are associated with a user’s browser after they have visited a website. Their role is to track the users behavior and activity — however, non-essential cookies can only be sent once a user has consented to it under data compliance regulations. Without first receiving consent, non-essential tracking cookies are not able to collect or process any information. Predominantly, cookies are used to enhance targeted marketing and advertising, allowing websites to recognize returning visitors. Cookies are allocated upon the first visit to a website, and enable websites to track users from this point. First-time visitors cannot be tracked using cookies, and if a user deletes their cookies, they may be registered as a first-time visitor upon visiting the site again. Bear in mind that according to advert serving firm, Flashtalking, around 64% of their tracking cookies were either blocked or deleted by web browsers.
Business website visitor IP tracking, on the other hand, works by tracking the IP address of your website visitors. While there was some hesitation around whether or not IP addresses would be considered personal data — personal data only includes data that relates to individuals. So, business IP addresses are not impacted by GDPR or data compliance regulations. IP tracking can identify and track visitors from their first website visit, with no need to accept or consent to being tracked. So, users won’t only gain insight from returning customers, but will also be notified of specific business visiting their site for the first time. This provides businesses with a strong advantage, helping fuel them with engaged website leads — and giving them the potential to do more with data.
Data compliance is not in place to inhibit or restrict marketers. Instead, it aims to protect consumers and keep personal data safe. When designing campaigns and adopting software — it is crucial to remember this. When reaching out to a potential customer or lead, ensure you have acquired their data in a lawful way or that they have a legitimate interest in your business — your approach will depend on the lawful basis your business opted to use in the first place. Staying on top of data regulation changes is important — so ensure you have a member of staff or team in place to make sure you are doing everything you should be.
Lead Forensics is a website visitor tracking software that enables users to track their visitors, all comfortably within GDPR compliance. It works by tracking visitors to your website, revealing their identity, and alerting users in real-time. Thanks to a global leading database of business IP addresses, Lead Forensics can tell you the specific business looking at your site, provide you with contact details of key decision-makers from that organization, and give you detailed user journeys. This way, users can reach out to the right person from the right organization at the perfect time — tailoring their sales pitch to achieve the best chance of conversion. Discover a bounty of new leads directly through your B2B website and book your free demonstration today.