Quova Announces New ‘User Type’ Data: Where Are Your Visitors Coming From?

Trying to reach a niche audience, target a campaign at college students, or serve up targeted ads on your blog? According to JiWire’s Mobile Audience Insights Report, in Q4 of 2010 57% of respondents were more likely to respond to an ad that was relevant to their location, up 10% from Q1. We’ve just made this one step easier with our new ‘User Type’ data. As the emphasis on location-based advertising grows, we’ve implemented granular data to help you target your Web visitors, down to determining if someone is coming from a home or business, and if so, what kind of business.

In a nutshell, ‘User Type’ data comprises up to four data fields that enable even more granularity in terms of knowing whether a user is logging on to the Internet from a Business connection or a Home connection. This is a significant step towards further characterizing the location of an Internet user. Knowing the place of connection provides actionable information that can be incorporated into your business decisions.

The possible applications for ‘User Type’ data span all prevalent uses of IP geolocation data, including content localization, target advertising, digital rights management, fraud prevention and traffic analysis.

Here’s how ‘User Type’ data could work. Ad networks could use the data to identify when a user is connecting via a hotel, and serve banners advertising discounts at a nearby restaurant. Or say a user attempts to complete a financial transaction with a merchant or bank that knows they normally connect from home. That will raise an alert when the connection is made from a public space like an Internet cafe or library.

Now for a deep dive on the four data fields that comprise the ‘User Type’ data:

• 1. Home: Indicates whether the connection is made from a residence.
• 2. Organization Type: Classification of the type of organization for the place of connection. This field provides heterogeneous categories that are useful for gaining more information about the user. Over 40 different categories for industries are provided, including Insurance, Banking, Lodging, Dining, Government, Education, Recreation, Advertising and Telecommunication, to name a handful. As well, services include Internet Service Providers, Financial Aggregator Services, Travel Services, Internet Hosting Services, and more.
• 3. ISIC code: The associated International Standard Industrial Classification code, Rev. 4 of the organization type.
• 4. NAICS code: The associated North American Industry Classification System code, v2007 of the organization type.

By adding ‘User Type’ data, we’re further characterizing the location of users, and making sure that your customers get a tailored experience not just based on where they are on a map, but whether they are at home, at rest, on the road or on the go.