Segmentation Data
Data is the gasoline that fuels the D6 Engine, allowing marketing teams to create custom segments and custom audiences.
Geo IP Detection
Location is the entry point to anonymous data. From the location, we can derive much more information, but this requires an accurate location definition. The D6 Engine is powered by MaxMind Geo IP data and each user's unique IP address is searched for an approximate location.
It's quite possible your organization has more accurate location data of your customer. If you are an e-commerce retailer, you may have a previous shipping address where a user has shipped packages. If you are a financial institution, you have their home address. In these cases, rather than looking up the IP address, it is far more accurate to use your proprietary data and plugin to the D6 Engine.
Weather
The D6 Engine comes pre-built with the weather as a data point. Weather data exists for over 22,000 locations and based on your physical location, we find the closest weather data point. Major cities will often have multiple entries for even greater accuracy. And since weather data is updated daily, that accuracy becomes even more refined. The data available to create segments include:
- Today + weather (high/low/avg)
- Today + precipitation (rain/snow)
- Today + thunderstorms
- Tomorrow + weather (high/low/avg)
- Tomorrow + precipitation (rain/snow)
- Tomorrow + thunderstorms
- 14-day average temperature
Timezone
Marketers often want to tailor their messages based on the time of day at which the site is visited. The D6 Engine also comes pre-built with a timezone offset to obtain an accurate picture of the user's current time at their location. From this, marketers can then create different segments such as morning, afternoon, or evening, and can even define their own rules for the transition between times (e.g. morning could end at 10 am, 11 am, 11:59 am, or even noon) or whatever time of day makes sense to their business (e.g. a restaurant can segment their site to display menus based on brunch, lunch, happy hour, and dinner times).
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