The Technology Behind BizViz.
Show the BizViz offering to a technology person and you'll probably hear, "they're just doing reverse IP lookups." Well yes ... and no.
The BizViz service starts with reverse IP lookups, but trust us, it's only a starting point, and a very messy, incomplete one at that. We then have to scrub and normalize these data, validate the content and remove ISP information. From there, we use a proprietary "block analysis algorithm" to augment our match results, with further augmentation from third-party data sources.
Once we know the visitor, we then append firmographic data (e.g. SIC/NAICS codes, revenue and other size indicators) to the record to round out the picture on the visitor. Oh, and by the way, we do this on a near-real-time basis.
So yes, while the underlying approach is well-known, like everything else in life, the devil is in the details, and we've spent many years fixing, patching and improving. And none of this discussion even begins to address our online and PDF reporting capabilities.
And while there is indeed a lot of complex technology behind BizViz, the good news is that you don't have to be concerned with any of it, and neither does your IT staff. That's because BizViz is a SAAS (Software As A Service) offering, running on our servers and operated and maintained by our staff.