We are committed to conducting our business in accordance with these principles in order to ensure that the confidentiality of personal information is protected and maintained.
What is the matching methodology used to match web visitors to their addresses?
A variety of matching and cross referencing of data is used to perform matches.
First, the data fragments obtained (hashes, entry points, etc.), IP details, visitor behavior sets, device info, geography context and any third-party cookies are analyzed; these initial data points are then enriched further using key data partners including an internal data set to perform additional matches.
Once a match is identified, an additional database cross reference is performed to achieve peak accuracy.
How current is the data & how often is it updated? What about new movers?
Data points are acquired in real time at multiple data fragments and are related back to real time user information.
For example, if an IP indicates California but the geography fragments and cookie behavior indicate New York, the data set is the further analyzed from both historical and third-party perspective providing a full verification before updating or denying the new locations accuracy (i.e., did the customer move or were they on vacation).
This is happening all the time (in real time). The data is changing as quickly as possible without the need of having to do “refreshes” on stale data.
Personally Identifiable Information (PII) & General Data Protection Regulation (GDPR)
The technology and its data is sourced by public records such as public real estate transactional recordings. The service attempts to collect the postal address from website visitors. Being that postal addresses are publicly available there is no personal identifiable information provided as we are not identifying the person in the home who made the visit, only the most likely address.
The technology is only active if a visitor is based in the USA.
California Consumer Privacy Act (CCPA) & Data Sourcing Techniques
The technology adheres to the CCPA guidelines by adding some additional terms to your website (here’s how):
Visitor has right to know what personal data is being collected
Visitor has right to know whether their personal data is sold/disclosed & to whom
Visitor has right to say no to the sale or access of my personal data
How long is data stored and is it encrypted?
The data is always being refreshed and rotated out as enrichment happens so there are no permanent records. On average the data is modified every 90 days.
All of the data obtained is securely stored using the latest security and encryption standards.
Is data being shared? Do you have sample terms to add to our Privacy page?
No direct data sharing is currently allowed in the platform. What this means is that aggregate enrichment is happening on a platform level to deliver the best possible data but this data is not individualized and never is shared between multiple accounts.
Sample Terms: Advanced analytics to track data are used that may help identify customer experiences, information and other visitor behavior in order to enhance the usability of the website and brand to all site visitors.