CONVERT WEBSITE LOG FILES to POSTAL ADDRESSES
The match of an IP Address from log file and the postal address is a one to many match. Each log file IP Address is matched to the Smart Zone to which it is part. A multi-dimensional profile of the demographic attributes of each Smart Zone produces a score. The combination of geographic locations and a proprietary scoring algorithm is used to make a match and the zip+9 household addresses are returned.
CONVERT CUSTOMER POSTAL ADDRESSES into a SMART ZONE ONLINE DESTINATION
Converting a postal address into a Smart Zone provides a one to many match. Each postal address will match to its Smart Zone which is categorized by User Type. Onboarding supports consumers at the household level and the Home user types. Depending on population density, each household will map to an average of 15-20 IP ADDRESSES in each Smart Zone that provides services to a neighborhood.
On the surface the linking online and offline information could represent a privacy concern. Steps have been taken in the Semcasting Marketing Appliance and in Smart Zones to guarantee that no personally identifiable information is linked or shared. The Fair Credit Reporting Act of 1973 has been used as a precedent. Only aggregated and averaged values for publically available demographics, and only Zip+4 level Smart Zone locations are used to make an onboarding match. There is no ability to reverse engineer onboarding to an individual or household level, and no cookies, tracking or any other form of tagging is used.