Plurimus, MapInfo Team On Marketing Software - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

IoT
IoT
News

Plurimus, MapInfo Team On Marketing Software

A myriad of issues face marketers trying to tap the interactive audience. At the top of the list is pinpointing Web-site users' locations and finding a way to reach them offline. Surfers can be pegged down to their ZIP codes simply by pulling together geographical market analysis software with Internet marketing data analysis software, say Plurimus Corp. and MapInfo Corp.

The two companies have integrated MapInfo's TargetPro, demographic and segmentation software that offers geography-based demographic information for the offline world, with Plurimus' Internet Summary Data software, which tracks and analyzes customers' online movement based on live data collected from a pool of 3.5 million users. The combination gives marketers the ability to match online behavior with geographical location and create marketing and customer-relationship management programs that can be tailored for specific ZIP codes.

Think of it this way: Wylie Coyote, who lives in a coyote-dominated neighborhood, may be looking for different products online than the Roadrunner, who lives only 10 blocks away in a ZIP code inhabited mostly by speedy birds. By mapping what products each looks at on the Internet, Acme can blanket Wylie's ZIP code with a direct-mail promotion for do-it-yourself bird-catching kits. And it can send Roadrunner and his neighbors some promotions for new sneakers.

The concept may raise some eyebrows when it comes to consumer privacy protection, but Plurimus says its software is designed to prevent the collection of any information more specific than the ZIP code. Data collected by Plurimus is pushed through a "one-way encrypted hash algorithm"--it's washed of all personally identifiable information in a process that cannot be reversed. It's then given a Plurimus ID using third-party geo-coding. Then it's sent to a data warehouse where it can be analyzed. The process is audited by PricewaterhouseCoopers twice a year. Internet Summary Data is priced at $10,000 for a single user desktop to get national coverage.

The deal was sweetened for Plurimus by an equity investment from MapInfo for an undisclosed amount.

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
The State of Cloud Computing - Fall 2020
The State of Cloud Computing - Fall 2020
Download this report to compare how cloud usage and spending patterns have changed in 2020, and how respondents think they'll evolve over the next two years.
Commentary
2021 Outlook: Tackling Cloud Transformation Choices
Joao-Pierre S. Ruth, Senior Writer,  1/4/2021
News
Enterprise IT Leaders Face Two Paths to AI
Jessica Davis, Senior Editor, Enterprise Apps,  12/23/2020
Slideshows
10 IT Trends to Watch for in 2021
Cynthia Harvey, Freelance Journalist, InformationWeek,  12/22/2020
Register for InformationWeek Newsletters
Video
Current Issue
2021 Top Enterprise IT Trends
We've identified the key trends that are poised to impact the IT landscape in 2021. Find out why they're important and how they will affect you.
White Papers
Slideshows
Twitter Feed
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Sponsored Video
Flash Poll