A Smart Move: Eliminate Ping Post Waste and Maximize ROI with Ping Attributes

In the hyper-competitive world of insurance, every second—and every lead—counts. With insurers spending over $14 billion annually on digital marketing, the pressure to optimize each dollar can be immense. Yet, many marketers are still flying blind in the critical moments before a lead is purchased on the ping.

In an effort to innovate our offering to help marketers make the most of the budgets and drive the best results, Verisk Marketing Solutions has developed Ping Attributes. Ping Attributes is a groundbreaking enhancement to our Real-Time Decisions (RTD) product suite. Designed specifically for insurance marketing teams and third-party lead buyers, Ping Attributes delivers split-second intelligence right on the ping, so you can make smarter, faster, and more profitable lead-bidding decisions.

Essentially, you’ll know more—and bid more effectively. So you can minimize the direct effect of bad or duplicate leads on your lead budget, while also improving the effectiveness of your entire sales funnel.

What is Ping Attributes?

Ping Attributes is a real-time intelligence solution that empowers lead buyers to evaluate leads BEFORE they bid—without ever exposing personally identifiable information (PII). Using only a LeadiD Token, Ping Attributes returns a rich set of consumer and household-level attributes at the moment of the ping, including:

• Demographics: Age, gender, marital status, presence of children
• Wealth Indicators: Estimated income, geo-credit scores, credit card usage
• Lifestyle, Property, & Automotive Data: Homeownership, mortgage info, vehicle make/model/year, Connex Clusters
• Duplicate Detection: Identify leads that have already been purchased or are part of the same household

With zero need for any PII and using only a LeadiD Token, lead buyers can identify duplicates and receive individual and household attributes and demographics prior to purchase. So you can make highly-informed bids on the ping. Here’s how it works:

1. Prospect Submits Form
2. Publisher Pings Buyers with LeadiD Token
3. Your Bid on that LeadiD Token is automatically validated with additional intelligence—household, demographic, duplication, and more
4. With this intelligence powering your bid decision, you won’t waste budget, time, or effort on bad or duplicate leads

“

We’re driving a revolution in Ping-based bidding. You no longer have to bid blindly because we’re making it possible to become data driven in your bids—knowing if the lead is a duplicate and knowing all of the characteristics of the person behind the lead before you bid.”

— Eli Schwarz, Chief Strategy Officer, Verisk Marketing Solutions

The Impact of Ping Attributes

Ping post ecosystems often leave lead buyers without ALL the information they need to gauge the quality of a lead. This forces bidding on leads based on minimal perspective.

Lack of access to PII on the ping has historically meant lead buyers cannot retrieve critical data that impacts lead quality and matching. And this results in wasted budget on bad-fit or duplicate leads—plus ill-informed marketing and sales messaging once leads are in your funnel.

Ping Attributes solves each of these challenges at the source of the issue so you can:

• Reduce waste: Identify and avoid duplicate or bad leads before purchase
• Improve ROI: Bid more accurately with real-time, data-driven intelligence
• Enhance efficiency: Streamline your lead evaluation process without compromising compliance
• Ensure compliance: Ping Attributes is powered by a LeadiD Token, so there’s no risk of exposing or mishandling PII

And because Ping Attributes is built on our trusted identity resolution framework, you can count on accuracy, speed, and security from start to finish.

For existing customers, there’s no implementation required to get started.