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Identity Resolution Software
Build better audiences in less than 2 minutes.

Introducing Visitor Pixel

Phase One Ventures is back ready to push the boundaries of innovation and redefine industry norms with Visitor Pixel. This is a software that helps businesses fix the targeting and tracking issues raised by iOS 14. Businesses can now spend more time speaking with their ideal customer, track their interests, and customize their messaging.

In Phase One Ventures’ earlier days as a newly established venture studio, our founder, Jonathan Diaz, noticed an opportunity to revolutionize the marketing industry with SaaS.

Before there was Phase One Ventures, Diaz founded an agency where he managed millions in ad spend and worked with influential brands like Samsung, Crunch Fitness, Farmers Insurance, and talent from MTV. Based on this experience, he was already familiar with pain points from the industry.

In this case study, we pull back the curtain of building a SaaS company. We'll expose all the challenges that came with the development of Visitor Pixel and its disruption in the marketing industry.

Phase One

In the beginning of 2020, both Google and Apple announced the decline of cookies and strengthening of privacy policies. A cookieless future raises challenges for marketers who rely on them to track valuable information about their users. So, making it more difficult to target customers and track proper analytics.

Essentially, marketers were left in the dark without real data to support their paid ad campaigns or cold outreach. With no way to identify website visitors, marketers and owners will never be positive their products, services, or messages are targeting their customers to the greatest extent.

Diaz saw this as an opportunity since he knew businesses will always need data about their consumers. He recognized that the industry would eventually adjust and marketers would be looking for a tool to improve their work.

That is why he built Visitor Pixel to shed light on audiences and help marketers optimize their efforts. Visitor Pixel identifies thousands of data points beyond standard fields like name, email, and phone number.

Using Visitor Pixel, you can see your web visitors' financial information. This includes income levels, an average of their credit score, and consumer interests to see who is more likely to buy your products and services.

This tool is a game changer for marketers, brands, and businesses. Now they can handpick their perfect client from the data and use that information to run more efficient and cost effective campaigns.

A few years ago this kind of technology was not standard, easily accessible, or as commonly accepted as it is today. This data required advanced technology and a large budget that only major enterprises could afford. Unfortunately the data was so expensive that SMBs couldn't afford it. Visitor Pixel is impactful because it makes this technology easily available to these SMBs.

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First party in the world to do server-less identity resolution.

Cellyce E-Commerce

Server-less identity resolution means that Visitor Pixel is able to run without servers and can grow infinitely. Its faster, cheaper, and more reliable than any other identity resolution software that exists. Its simpler architecture makes it easY to maintain in the future and less likely to crash.

What makes Visitor Pixel stand apart from its competitors is that it offers both 1st and 3rd party data. Our competitors only offer one kind, but Visitor Pixel provides a wealth of available data for our clients. As you continue reading, we’ll break down each of these pools of data and how we marry them together.

Phase Two

After the initial research was completed, we laid out the key features. It was then handed off to Phase One Ventures’ team of developers. Before we dive into the features, let’s review how Visitor Pixel works from a client’s point of view.

How it Works

To start, the client must install the pixel (with one line of code) on the site they want to monitor traffic. As site visitors are tracked from the pixel, Visitor Pixel uses their in-house identity graph to give the user 1st and 3rd party info. They receive info about these visitors they wouldn’t have access to otherwise.

The depreciation of cookies mentioned earlier caused chaos for marketers. For example, if someone visits your website and leaves their information thereby giving you their first party data. You only have 7 days before that visit is wiped forever.

If that same user visits your site 14 days later, you can’t recognize that the same person re-visited. Even worse, you don’t know how to reach out to them and that valuable info is gone.  

With VisitorPixel, we store that visit forever. If someone leaves their email on your website and returns years later, we can track that visit and connect it to a verified email address. You can send them marketing materials specific to their visit without needing their email a second time.  If they've never given their information before, it's not a problem! We simply look into our identity graph to resolve it.

An identity graph is essentially a BIG pool of information. It holds billions of records with trillions of data points that is tied to verified household information. If it’s unverified or outdated, it is removed from the database completely so we maintain high quality and clean data.

When someone triggers the pixel with a ‘site visit’ and we don’t have any first party data on file, we ping our identity graph to see if there is a matching record. If there is a matching record, it will pull all the related information as third party data. The website owner can use this at their discretion to customize their marketing strategy.

This means they can hyper target the most qualified leads for their business, customize marketing campaigns based on specific interests, and personalize offers according to each individual's journey.

All Visitor Pixel’s data is PII compliant and GDPR compliant. Visitor Pixel is able to track consumer’s information from when they opted in to having their data shared at one previous point.

1st Party Features

Segments and Workflows

One of the features that pertains to 1st party data is Segments and Workflows. Segments allow clients to filter based on certain criteria. It is common for other platforms to offer basic filters to help refine your audience. For example, women ages 35-42, or men who visited the website in the last 7 days.

The difference is that Visitor Pixel allows clients to achieve granularity. Clients can even stack filters making it effortless to handpick their perfect lead. This feature makes personalizing messages and offers easier. Clients can take it a step further with the Workflows feature when they internally build out automated sequences.

Automating processes take the strain off your marketer’s shoulders. By setting conditions of your perfect client with the Segments feature, it will pick out the leads for you and automatically filter them from your organic traffic. The Workflows feature is one of the many factors separating Visitor Pixel from traditional data analytics tools. Keep reading to learn how you can take the Workflows feature to the next level.

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The in-house identity graph holds a trillion data points.

Cellyce E-Commerce

In the last section, we covered first party data and its features, but in this section, we will dive into Visitor Pixel's identity graph. As mentioned before, the identity graph holds a billion records with a trillion data points. This is where our 3rd party data originates from and what powers the features below.

3rd Party Features

Enrichment

Enrichment Lists allow clients to upload their own lists into Visitor Pixel. They upload a list of emails or phone numbers and Visitor Pixel will return thousands of data points on those contacts. Then you can filter them down into qualified/unqualified leads.

Marketers leveraging cold outreach know how tedious and time-wasting the process can be. Outreach is a numbers game where you hope a percentage of people end up converting. Visitor Pixel drastically increases these conversions by filling in the missing gaps. Now marketers have a solid foundation for their cold outreach and can personalize their messages based on interests. Cold outreach is already a challenging gamble, take the luck out of it when you use our Enrichment feature.

Visitor Pixel identifies anonymous info using their in-house identity graph

Ad fraud

To help protect our users and save their money, we have built the Ad Fraud feature that detects bot traffic to prevent spamming and spoofing. This is a growing problem within the industry and a major pain point for marketers as they waste their budget on clicks from bots who will never purchase their products. Advertisers running Google ads do not have to worry about bot farms skyrocketing their ad expenses. They can prevent this harmful traffic while optimizing their budget for real, interested buyers.

Imagine that your marketer was given a budget to spend on ads for the month. The ads are running for a week and see relative success with a decent amount of clicks. Over the weekend you notice your clicks went through the roof. More digging reveals no sales happened, no website visits occurred, and no information was collected. This is a real danger marketers face when they are not protected from ad fraud.

Development Challenges

During the development we encountered technical challenges due to the novel nature of this tool. The first step was to create the infrastructure and build out a UI wireframe. Security and privacy are always of the utmost importance throughout the development period especially when dealing with private data.

One of Visitor Pixel’s core functionalities is the ability to track visitors and resolve their identities. By embedding a script tag to the header, which added our functionality on top of the existing website, we could then begin the process of resolving user identities. After that we can generate metrics on the client’s dashboard so they can verify the usage metrics of the website.

The next challenge was the query optimization. Typically any query optimization is left at the end of the development cycle, but due to the immense amount of data we needed to parse, it had to be done at the beginning. Understanding the intricacies of SQL and which operator delivers better performance were vital for the user experience, every millisecond counts.

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Phase One Ventures Comprehensive Support

The Visitor Pixel ID merges both 1st and 3rd party data with just 1 line of code.

Cellyce E-Commerce

Visitor Pixel is the first company to ethically and completely offer first, second, and third party data. Our Visitor Pixel ID tracks first party data and visitor events for a lifetime so every visit and every click holds its value forever.

Without Visitor Pixel, retargeting is a mess in the world of eCommerce since cookies only last 7 days. This raises a severe obstacle when shoppers abandon their carts because they are only trackable in a small window. Essentially, eCommerce stores are losing the ability to track and retarget their consumers who expressed interest, but did not make a purchase. With the Visitor Pixel ID, eCommerce stores can track thousands of extra abandoned carts each month, decreasing ad costs, and giving store owners total control over their business.

Hybrid Features

Here are the features that combine both 1st and 3rd party data to deliver the ultimate experience.

Dashboard

The Dashboard displays an overall analysis of the client’s website visitors. Clients can see the demographics of their website visitors from a high level. They can make sure their marketing strategies are getting the right people to visit. They can also see the total number of identified emails and phone numbers, total unique visits, and recognized visitors. Our charts also show trends over time to see if marketing tweaks are having the desired effect

Hyper Audiences

Hyper Audiences allow clients to build lists of consumers based on information from the pixel, from enriched lists, or an audience builder. Marketers will be able to sync these hyper audiences with their advertising accounts to create hyper targeted campaigns.

Imagine a gym owner or founder of a local restaurant trying to drive traffic to their brick and mortar stores through a paid ads campaign. Hyper Audiences can increase their ROAS by up to 43%. The gym owner and founder can handpick their ideal lead based on the data from Visitor Pixel. Then they can continually feed that info back into the advertising platform so their ads get smarter and more effective every single day. Integrate your advertising platform like Facebook, Google, TikTok, Snapchat ads, and Microsoft ads with Visitor Pixel for a seamless paid ads experience.

Postcard Mailing

From Workflows, clients can upload their own custom designed postcards and send them to visitors. The Postcard Mailing feature distinguishes Visitor Pixel from our competition. This feature is one way we bridge the gap from graphs and data into actionable steps and physical deliverables. Using the segments feature, you can see who visited certain pages of your website. Then you can send them a specific postcard based on the information they were looking at.

Local businesses like vet clinics, hair salons, real estate agencies, medical practices, tutoring offices, and grocery stores can all take advantage of the postcard mailing feature. These businesses will save time, money, and better target their optimal customers.

Phase Three 

Branding

The logo went through multiple iterations of designs. The V logo stands for the brand name while also symbolizing an actual visitor.

The branding is light, sophisticated, and futuristic. Visitor Pixel is an advanced tool positioned for businesses and experienced marketers. The color palette paired with subtle designs on the website reflect Visitor Pixel’s mission to bring anonymous traffic to the light. The visual animation on the website explains the capabilities of engineering data through an assembly line. The font is crisp, clean, and easy-to-read as both headlines and as small text.

MVP Launch

As marketing continues to become more saturated and filled with competition, you need something to help you stand out. Visitor Pixel is launching this October and will turn the marketing industry on its head! The best part is that any kind of business, website, agency, or brand will benefit from the ability to identify anonymous traffic and build better audiences. 

We are preparing our go-to-market strategy in a way that will allow businesses to recognize how Visitor Pixel’s features best serve them. We plan to launch a campaign centered around the Pixel ID that target eCommerce businesses, then a Hyper Audience campaign targeted towards anyone running ads, and lastly the Postcard Mailing campaign will target credit repair companies, car dealerships, gyms, and brick and mortar stores.

Another major play in our go-to-market strategy is how we are documenting the entire process on Facebook. Each week we go live to transparently share about the progress and development of the platform. 

For a fresh and unique perspective on Visitor Pixel’s launch, join the Facebook group!

Visitor Pixel allows you to work smarter, not harder by doing the heavy lifting for you. Visitor Pixel can help you see your qualified leads, ROAS, your sales, and have your cold email list skyrocket with the power of a small pixel. 

If you are interested in becoming one of our partners and building a market-leading SaaS, schedule a call with us today.

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