IP Address Intelligence

IP Address Intelligence is the process of extracting valuable company information about website visitors based on their unique IP address. This process involves both machine learning algorithms as well as human analysis to curate a database of company attributes (referred to as firmographics) associated with each company IP address. When someone visits a website, their IP address is recorded and used to query the IP database, which provides various firmographic attributes such as company name, industry, location, employee count, and more. IP address intelligence is especially useful in identifying small-to mid-size businesses which lease their IP addresses from an Internet Service Provider (ISP) as the company information recorded by ISPs is often inaccurate.

The company data gathered through IP address intelligence is used to power a variety of account based marketing applications, such as: website content personalization, targeted ads, marketing automation, website visitor tracking, etc.

Here are some common B2B use cases for IP address intelligence:

Website Analytics

Website Analytics Website analytics refers to the practice of tracking a variety of behaviors of visitors to a website including traffic, clickpath, conversion rates, attribution, and more.

website analytics-1

You might be familiar with Google Analytics or Adobe Analytics platforms. These are fantastic tools for providing insights into website traffic volume, but they have their limitations. For effective account based marketing to take place, B2B marketers need to know exactly which companies are visiting their website. By integrating IP address intelligence into your website analytics platform you can not only see sheer traffic volume, but you can dive deeper into your traffic to see exactly who is visiting your site. To read more about how IP address intelligence can enhance Google Analytics, check out our article on Reducing Adwaste.

Content Personalization

In a B2B context, content personalization involves displaying customized website content based on visitor data. This can include various firmographic attributes – industry, revenue, employee count, and more – with the end goal of engaging the viewer. Leveraging personalized content on your website is one of the most effective ways to deliver 1:1 marketing at scale and drive higher website conversion rates.


To personalize website content in real-time, IP lookup technologies determine what company the visitor is coming from and provide firmographic information (industry, revenue, location, and more) in the time it takes for a webpage to load. This data is then used by platforms like Google Optimize and Adobe Target to personalize your website by showing relevant content to the visitor based on their firmographic profile.

IP address intelligence allows B2B marketers to leverage firmographic data to customize everything from a simple banner saying “Hello Company X”, all the way to creating entirely unique navigation and content for high-value target audiences.


ad retargeting img-1

On average, only around 3% of your website traffic will convert into a lead via a contact form, direct email, etc. Retargeting is a highly effective way to re-engage with accounts that have visited your website but have left without reaching out. IP address intelligence can gather website visitor information including their IP address, which can then be leveraged to serve ads directly to those IP addresses associated with accounts that have visited your site. To see retargeting in action check out our article on 5 Ways to Decrease Adwaste.

Fraud Detection

fraud detectionWebsite fraud can take many forms including phishing, credit card scams, ad fraud and more. IP address intelligence can be utilized to detect fraudulent activity on your site by uncovering the IP addresses of your website traffic and allowing you to set up defensive measures against online fraudsters. More on that in our IP geolocation article.

Public Vs. Private IP Address Data

IP address data is vast, consisting of thousands of sources and various methods to access account-level information from an IP address. However, when it comes to reverse IP lookups (IP address intelligence to the savvy marketer), where and how you find IP address information makes a huge difference. The main options for gathering useful company data consist of public data sources and private data sources.

  • Public Data Sources – Sources such as Regional Internet Registries (RIRs) contain self-reported information from companies that lease large portions of IP addresses, such as Internet service providers (ISPs) and large enterprise companies like Cisco, Apple, and IBM.
  • Private Data Sources – These are companies that collect IP address information using proprietary methods and manage their databases by devoting vast resources of data specialists, algorithms, and other systems to the end goal of having the most accurate, normalized, and complete data set.

Public IP address data is generally free to access, but as we will see later, there are numerous issues that arise when using this data.

Here are some of the main differences between public and private IP address data:

  • Data Quality – Using public data sources to gather firmographic information is like trying to hunt in the dark or fish without a pole – a lot of the time you won’t get much, and what you do get won’t be what you want. The information stored in public registries is generally self-reported by the companies who lease the IP addresses themselves and published without any review, leading to numerous mistakes in the public record. With no incentive or penalty programs in place to ensure data accuracy in these records, they are often riddled with inaccuracies. Private data, on the other hand, is much more robust, accurate, and up-to-date compared to the data stored in a public record.
  • Data Recency – In our experience, 7-10% of IP addresses change ownership each month, but public data sources aren't updated regularly – meaning the information available on a public registry could be months or even years old. On the other hand, premier private data sources are updated in real-time, giving you access to the most up-to-date IP address information possible.
  • ISP and WiFi Filtering – If you’ve ever tried to figure out who's on your website by doing a basic reverse IP address lookup and it returned an ISP you know how frustrating this can be. This happens when the companies that lease IP addresses fail to provide their information to an ISP or the ISP themselves do not provide the information to an internet registry. These are a dead-end for B2B marketers and the registry might as well just say “we don’t know who it is." However, since private IP data technologies use multiple sources of information to determine IP address ownership, they are able to look beyond an ISP to uncover the real last-mile connectivity ownership of an IP address.
Public Sources   Private Sources  
Company Name Company Name Website NAICS Description
Visitor Location Visitor Location City NAICS Code
Visitor City Postal Code Company Postal Code Telephone Number Latitude/Longitude
Visitor City Latitude/Longitude Company Address Employee Count Stock Symbol
Region Abbr. Region Abbr. Revenue Social Media URLs
Region Region SIC Group ISP/WiFi Filter
Country Abbr. Country Abbr. SIC Description Confidence Score
Country Country SIC Code Trade Name

Not only do private data sources give you the same firmographic information that public data sources do, but they also provide a vast amount of additional information that can be used to enhance sales and marketing efforts.

Data Integrity

If you’ve read our other article about how TWIN Caching works, then you probably already know that it doesn’t operate alone. It requires a skilled team of Data Integrity Specialists working to constantly update, maintain, and normalize the data. Here are just a few of the many factors that contribute to our data integrity process. 

Data Normalization

If we asked 1,000 different people to type United States, most of the time it would come out just fine, but undoubtedly we would see at least a few like this:

  • USA
  • United STates
  • United States
  • united states
  • United States of America
  • US

The list could go on, but the point is that if we simply left it up to each individual person to type it out on their own, we’d be in trouble. The same goes for company data. If we just took all the company data at face value without doing the legwork to make sure it’s clean, accurate, and normalized it would be a mess and nearly useless to our customers. However, our team of Data Integrity Specialists follows strict standards set by ISO (International Standards Organization) to make sure that every company name, address, SIC/NAICS code, phone number, etc. is usable right out of the box. This makes life much easier for Developers that might otherwise spend hours cleaning, organizing, and normalizing the data. 

So, when you want company names of your website visitors uploaded into your CRM, for example, you don't have to go through the thousands of entries one by one to see if they are all spelled correctly. Instead, your Dev team can simply copy and paste them knowing that they’re going to be accurate and up-to-date. 

Artificial Intelligence vs. Human Intelligence

While we love our machine learning algorithms, there are just some elements of the IP analysis processes that require a human touch. For example, in order to do their jobs properly, machine learning algorithms require vast amounts of data that they consume in order to train themselves on what to look for. This training process must be overseen by a team of data experts whose job is to ensure that the data our algorithms are trained on is good and will result in an algorithm actually learning. 

Once an algorithm is operating on its own it will inevitably run into something it hasn’t seen before. When this happens, our data experts step in to analyze and train the algorithm on the new data. This helps the algorithm improve while further ensuring that we only pass along accurate data to our customers. 

Real-Time Analysis

The world never stops changing, so we never stop listening. In our research, roughly 7-10% of IP addresses change ownership every month, as companies are bought, sold, acquired, dissolved, and change names every day. All of these events have an impact on the data we provide to our customers. Because we report on more than 26 different company data points, we have to be constantly listening to and reporting on what’s happening in the corporate world 24/7. 

Confidence Scoring

This goes back to our view that “no data is bad, but bad data is worse.” We won’t give bad data, we only pass along IP data we are confident about. We have a complex system that produces a confidence score, which is a measure of how confident we are that a certain IP address is in use by a specific company. 

Moving beyond public IP address data and elevating your business intelligence can greatly enhance the effectiveness of your campaigns and increase revenue generation at all stages of the funnel. However, when it comes to choosing an IP data vendor, picking the right one can mean the difference between success and failure. 

If you want to learn more about KickFire’s own IP address intelligence technology check out our guide