At KickFire, we preach the power of IP address intelligence™ in identifying the companies behind anonymous website traffic and providing B2B marketers and salespeople with a much better understanding of exactly which accounts are visiting and engaging with their digital content.
Our proprietary TWIN Caching® (Translating the WAN IP Network) technology has the unique ability to uncover the company behind an IP address and, when combined with our firmographic data, provides business intelligence for buyer intent data, account-based marketing, content personalization, and more.
However, since KickFire does not look at, gather, store, or use personal data in any way, and we are strictly focused on the company data behind an IP address, this begs the question:
HOW? – How does IP address intelligence work when people are working remotely?
Well, much like Kentucky Fried Chicken’s secret 11 herbs and spices, we can’t say exactly how TWIN Caching works. But what we can tell you is that our technology relies on a variety of proprietary methodologies and self-curated data sources. These include our machine learning algorithms as well as a team of real human data experts that ensure our data is accurate, current, and clean.
TWIN Satellites™ (TWIN Caching for Satellite Offices and Remote Workers)
As business connectivity has expanded outside of traditional headquarter office locations, our TWIN Caching algorithms have also expanded the identification of last-mile connectivity to these new branches and satellite offices. Meaning, whether an employee is working from HQ or another office location, we are able to associate account-level identification with their activity as a TWIN Satellite. When employees are in their offices and using various devices connected to the company network to browse the internet, these activities additionally feed our algorithms and contribute to our IP match confidence score, which we will address later in this post.
However, with more employees and teams working from home (especially in recent months), it’s important to know that the same principles that make our TWIN Caching technology so powerful can still be applied to “satellite offices” and work from home employees as well. The machine learning used to identify TWIN Satellites is agile and easily transferable – meaning it can be applied to the process of translating remote working and activity to the high-quality account-level data our customers expect.
Foundations for Data Accuracy
Here are some of the foundations for TWIN Caching’s data accuracy that speak to the power of our IP address intelligence:
For example, let’s say our algorithms have received 35 signals over a time period that a particular IP address, 209.128.110.10 is being used by Acme Enterprises. Once our confidence threshold is reached, that is set as the ground truth for that particular IP address.
We all might be social distancing right now, but at KickFire we don’t plan on separating our data from accuracy during this time. B2B marketers and product teams can continue to rely on KickFire data to provide meaningful account-level insights, beyond the ISP level to power their account-based sales and marketing strategies. For more information about KickFire’s TWIN Caching technology, check out our video!