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Pearl Diver - FAQ

Is Pearl Diver a good fit for me? 

Pearl Diver is for businesses serving Business to Business (B2B) or Business to Customer (B2C) markets. It’s best suited for small-to-medium-sized businesses.   Pearl Diver is most effective for businesses with a US customer base.
While identifying email interactions is not country-specific, identifying website visitors is available for US locations only.

If you have any of these characteristics Pearl Diver could be a good fit - even one can provide a strong ROI: 
  1. You have invested in generating website traffic 
  2. Email is a key customer communication tool for your business
  3. You have high website traffic 
  4. You have a high price product or service 
  5. You use email marketing to acquire and nurture leads 
  6. You actively follow up leads and deals 

What does Pearl Diver do for me? 
Pearl Diver shows you the people behind the clicks and how to connect with them. 

Pearl Diver gives you access to your most valuable sales and marketing data. With Pearl Diver, you’ll know who’s visiting your website and who is interacting with your emails.  
Fueled by your data, you can use your own digital assets – your email and your website – to strengthen your existing sales and marketing plays and discover new plays.

Pearl Diver’s point of difference is our powerful data analysis across email and websites. We combine your identified site visits data and email interactions data to find your most engaged prospects and customers and provide you with actionable insights.  

Visibility 

Pearl Diver gives you enhanced visibility in two key communication channels: email and website. 
  1. Email: Pearl Diver identifies when your emails are opened and/or links are clicked for each email recipient. 100% of interactions are captured. 
  2. Website: Pearl Diver identifies who is visiting your website. Without Pearl Diver on average 2-3% of visitors are identified (via webforms, contact pages, etc). With Pearl Diver typically 5-20% of real visitors will be identified. As a seller you want to know if your emails are being opened, your proposals being read and your website visited. Pearl Diver gives you visibility so you can fast track deals – especially for those who look at your email or visit your site multiple times.  

Enrichment 

When Pearl Diver identifies a website visitor, their record is enriched to provide you with powerful sales and marketing data. Pearl Diver includes B2B, B2C and data. 
Your enriched data can be used to build prospect lists, target cross-and-upsells and enhance market segmentation. 

Demand generation - Use the Black Pearl Mail Product as part of your Pearl Diver package!

On average your existing customers are 8x more likely to buy from you. Pearl Diver allows you to use our Black Pearl Mail email tracking and signature product, which turns your email into a digital billboard for your businesses. The wasted space in email signatures is converted into a banner that promotes and sells your products and services. Plus, you’ll get alerted who clicks your emails and when. 
You’ll also know when current contacts are visiting your website, showing engagement or interest in your products and services. 

Data Ownership

Your data is available for download so that you have full access to the data generated through your email and website channels.  This provides you with an asset of known potential customers that adds value if you ever decide to sell your business or partner with others. 

Where does the data come from? 

There are two sets of data that are used and integrated in Pearl Diver: 
  1. Email interaction data 
  2. Website visit identification 
Email interaction data is sourced from your email metadata if you have connected the Black Pearl Mail email tracking product. Pearl Diver records the addresses of who receives, opens and clicks your emails. 
Website visitors are identified and matched using an identity resolution graph from one of USA's largest data co-operatives to provide demographic and firmographic data.  These data sets are matched to highlight where there is overlap between your website traffic and email interactions.   

What is an Identity Graph? 

An identity graph is a collection of data that links multiple identifiers or touchpoints of a specific user or entity across various devices, channels, and platforms. It helps companies and marketers to create a unified view of an individual or a household across different interactions, devices, and platforms. By consolidating data from various sources, an identity graph provides a more comprehensive and accurate representation of an individual's behavior and preferences. 

Identity graphs typically include data such as email addresses, phone numbers, social media handles, website cookies, device IDs, and other identifiers that can be used to track user activity. By analyzing this data, companies can better understand their customers' behavior and preferences, and deliver more personalized and relevant experiences across various channels. 

Identity graphs are commonly used in digital marketing, where they help to improve targeting, segmentation, and attribution. They can also be used in other industries such as finance, healthcare, and telecommunications, where the ability to identify and link customer data is essential for providing personalized and seamless experiences. 

What is the Data Co-Operative?

The cooperative was built from a model where billions of consumed signals are received from its members daily to deliver the culmination of useful data. The Co-Op ecosystem was created to ensure fixed priced access to undisrupted data and services with no dependencies on traditional third party suppliers.

For privacy reasons, we cannot share company names, but the member’s categories include:
  1. Email service providers
  2. Account based marketing
  3. Demand side online ad platform
  4. Supply side online ad platform
  5. Sales lead accelerators
  6. Marketing automation

Where is the value of this data as opposed to other data sources?

Data sources through the co-op are better because:
  1. It is data that is in active use and updated with corrections daily, rather than sourced from sources that quickly become out-of-date.

  2. The data is under active development and the co-operative continues to grow so sources and additional data points are frequently added.

  3. The identity graph allows for the connection of data points together that could otherwise be hidden.

All data is stored in the United States:
  1. Member Co-Op data is stored in the AWS cloud.
  2. Blackpearl Diver data is stored in the Microsoft Azure cloud.

How do we identify information for visitors to your website?

There are two parts to our service 1) identifying attributes of a visit 2) matching those attributes with firmographic and demographic data.  Attributes include data such as IP address, HEM, device id's and cookies.  Exactly how we gather these and bring them together is part of our secret sauce.  When we have these attributes, we access an identity graphic to match these to individuals and data about them as part of one of USA's largest data co-operatives.

For Pearl Diver to be able to identify a visitor, the visitor to your website needs to:
1. Be browsing on a device or browser that is associated with a specific person
2. Their information needs to exist in our identity graph - this means we need to have captured their data in our database to be able to find them when running our matching algorithm.  While we work with one of the USA's largest data co-operatives to access demographic and firmographic details, we do not have data for all US based individuals.
3. The visitor needs to not be suppressed (e.g. they have opted out, using VPN, have the same email domain as the website they have visited. For example we filter out 'internal staff' visits to your website to not inflate visitor counts)

If any of the above are not applicable, the visitor will not be deanonymized and we will be unable to display their visitor information in your Pearl Diver system.

How many visitors will I get identified in my Pearl Diver platform? 

Outside of Pearl Diver, an average of 2-3% of typical website visitors become identified through filling out a form or submitting a query. Pearl Diver will increase this without requiring your customers to fill any forms, creating more identified prospects to work with. 
Accounting for a portion of website traffic noted in your analytics tools being non-human, bots and SEO ranking systems, typically Pearl Diver will identify an average of 20-25% of human visitors. This will vary for each customer and on any given time period. 

How accurate is the data? 

Over time people change jobs, locations, email addresses etc. As a result, what is accurate today when it’s collected may not be accurate tomorrow when it’s used. Website visitor data is always moving. Each field is updated with the latest data from one of USA's largest data co-operatives.

The majority of email interaction data is highly accu rate as it is sourced directly from the company’s email routing service. Opens and clicks data can be hampered by various factors, however Blackpearl has proprietary algorithms to clean this data.
Read our full article on data sourcing and accuracy here!

Are my identified website visitor records unique?

When an identified record is listed in your Pearl Diver, this is treated as a unique record. Should that person visit your website again, you will see the same unique record's visit count update.

The only time you will see a second record for what appears to be the same person is if all their information from the second visit does not match the initial e.g., they have a different email address/ phone number identified that was not matched for the initial visit.

Can I see which pages from my website were visited? 

Yes you can! We call this 'Session' data and this displays at the bottom of a visitor record. We capture the page visited, time on page, referral URL and UTM information. You also segment in our audience filters by this information.

What are  Sessions in Pearl Diver and how to see the webpage visited information?

The page visited information is displayed at the bottom of a identified visitors profile in the Sessions section. A session is persisted for 30 minutes on any given page, unless passed to another page and the 30-minute count starts again. The Session section on a profile displays the webpage visited, the time spend on the page, the referral URL and UTM/ campaign information.

Example:
  1. If a user visits your website, browses several pages, and leaves, that's one session. If the same user returns after 31 minutes, it counts as a new session.
  2. When someone visits your website, a "session" starts, capturing all the pages they visit until they stop browsing for at least 30 minutes. If they return later, a new session starts.

What is a referral URL?

The address of the webpage where a person clicked a link that sent them to your page. The referrer is the webpage that sends visitors to your site using a link. In other words, it's the webpage that a person was on right before they landed on your page.

What does UTM stand for?

A UTM (Urchin Tracking Module) code is a snippet of text added to the end of a URL to track the metrics and performance of a specific digital marketing campaign. UTM codes can contain up to five parameters: Campaign, source, medium, content, and term.

What compliance and security is in place to protect the data?

  1. CCPA Compliance: A set of privacy rules and standards that covered entities need to follow to protect the personal information of California residents
  1. GDPR aligned: At its core, GDPR Compliance means an organization that falls within thescope of the General Data Protection Regulation (GDPR) meets the requirements for properly handling personal data as defined in the law.
  2. NIST 800 standards implemented: Is the National Institute of Standards and Technology atthe U.S. Department of Commerce. The NIST Cybersecurity Framework helps businesses of all sizes better understand, manage, and reduce their cybersecurity risk and protect their networks and data.
  3. HIPPA Compliance: We do not store any specific medical data meaning Pearl Diver itself is not required to be HIPPA compliant. HIPPA compliance will only start applying when you, our customer, utilizes the PD data to enrich your own customer database with our provided detail. This means that while Pearl Diver is not required to be HIPPA compliant, our users in the Healthcare industry utilizing Pearl Diver are required to be HIPPA compliant yourselves in your use of the data acquired.
Pearl Diver recommends your site has a consent string for your customers.
A consent string is a string of characters that encodes information about user consent for the collection and usage of personal data for online advertising purposes. Your consent string contributes to your compliance with the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). 

Whether you need a consent string may depend on your location and the laws that apply to your business. If you operate in the European Union or California and are collecting and using personal data for online advertising purposes, you may need to obtain user consent and use a consent string to store and convey this information. It is advisable to consult a legal expert to determine the specific requirements that apply to your business. However, in order to utilize the Pearl Diver service, we required this out of an abundance of caution. 

What information needs to be included in my privacy policy? 

A privacy policy should include information about the personal data you collect, how you use it, and who you share it with. Specifically, a privacy policy should include the following information: 
  1. Types of personal data collected: This should include a list of the types of personal data you collect, such as name, address, email, phone number, etc. 
  2. Purpose of collection: Explain the reasons why you collect personal data, such as for account creation, to provide services, for marketing, etc. 
  3. Data storage and retention: Explain where and for how long the personal data will be stored. 
  4. Data sharing: Explain with whom you may share the personal data, such as service providers, third-party advertisers, etc. 
  5. User rights: Explain the rights of the users regarding their personal data, such as the right to access, correct, delete, or restrict processing of their personal data. 
  6. Data security: Explain the measures you have taken to protect personal data from unauthorized access, misuse, and unauthorized disclosure. 
  7. Changes to the privacy policy: Explain the process for updating the privacy policy and the steps you will take to inform users of any changes. 
It's important to note that privacy laws vary by jurisdiction and your privacy policy should be reviewed and updated as necessary to ensure compliance with the laws that apply to your business. 
Learn more about our recommendations for privacy and compliance by reviewing our customer resource space here.
The California Consumer Privacy Act (CCPA) requires businesses to obtain user consent for the collection and usage of personal information for online advertising purposes. While having CCPA guidelines in your privacy policy is a good step towards complying with the law, it is not enough on its own. 

A consent string is a standardized way of storing and transmitting user consent information, which enables advertisers and ad technology companies to understand and respect a user's preferences for the collection and use of their personal information. Using a consent string helps ensure that user consent is accurately recorded and communicated, and it can help demonstrate compliance with the CCPA and other privacy regulations. 

So, even if you have CCPA guidelines in your privacy policy, it is still a requirement of utilization of the Pearl Diver service. 

Can I call the contacts?

We provide phone numbers wherever possible, but have not filtered them through the Do Not Call list and you should still comply with the TCPA legislation.

The TCPA legislation ( https://www.fcc.gov/sites/default/files/tcpa-rules.pdf) directs the caller of unsolicited phone calls as follows:
  1. Do not call anyone listed in the National Do Not Call Registry.
  2. Residences may not be called before 8 a.m. or after 9 p.m. in that residence time zone.
  3. Do not deliver artificial voice calls or recordings to residences without prior express written consent.
  4. Do not use autodialers, recordings, or simulated voices to make calls to mobile phones or other recipients where the receiver pays for the call itself.
  5. It is prohibited to make calls using an automatic telephone dialing system (ATDS) to:
    1. Any emergency telephone line and any emergency line of a hospital, medical physician or service office, health care facility, poison control center, or fire protection or law enforcement agency,
    2. To the telephone line of any guest room or patient room of a hospital, health care facility, elderly home, or similar establishment; or
    3. To any telephone number assigned to a paging service, cellular telephone service, specialized mobile radio service, or other radio common carrier service, or any service for which the called party is charged for the call
  6. It is prohibited to initiate any telephone call to any residential telephone line using an artificial or prerecorded voice to deliver a message without the prior express consent of the called party, unless the call is initiated for emergency purposes or is exempted by rule or order by the Commission under paragraph (2)(B) of Telephone Consumer Protection Act 47 U.S.C. § 227;
  7. It is prohibited to use any telephone facsimile machine, computer, or other devices to send, to a telephone facsimile machine, an unsolicited advertisement to a telephone facsimile machine, unless the unsolicited advertisement is from a sender with an established business relationship with the recipient or the sender obtained the number of the telephone facsimile machine through the voluntary communication of such number, within the context of such established business relationship, from the recipient of the unsolicited advertisement, or through a directory, advertisement, or site on the Internet to which the recipient voluntarily agreed to make available its facsimile number for public distribution, except in the case of an unsolicited advertisement that is sent based on an established business relationship with the recipient that was in existence before July 9, 2005, if the sender possessed the facsimile machine number of the recipient before such date of enactment.

Can I email and add the contacts to my marketing campaigns?

With Pearl Diver you’ll capture the emails of visitors to your site. Rather than rely wholly on opaque and anonymous tools like Facebook and Google ads, you can use those emails to run your own campaigns with drip email or marketing. Create audiences based on rich firmographic and demographic data for personalized targeting and remarketing efforts. 

You should keep in mind the CAN-SPAM legislation (https://www.govinfo.gov/content/pkg/PLAW-108publ187/pdf/PLAW-108publ187.pdf) which directs senders of unsolicited marketing emails as follows:

  1. Unsubscribe compliance
    1. A visible and operable unsubscribe mechanism is present in all emails.
    2. Consumers opt-out requests are honoured within 10 business days.
    3. Opt-out lists also known as suppression lists are used only for compliance purposes.
  2. Content compliance
    1. Accurate "From" lines
    2. Relevant subject lines (relative to offer in body content and not deceptive)
    3. A legitimate physical address of the publisher or advertiser is present. PO Box addresses are acceptable in compliance with 16 CFR 316.2 and if the email is sent by a third party, the legitimate physical address of the entity, whose products or services are promoted through the email should be visible.
    4. A label is present if the content is adult.
  3. Sending behavior compliance
    1. A message cannot be sent without an unsubscribe option.
    2. A message cannot contain a false header
    3. A message should contain at least one sentence.
    4. A message cannot be null.
    5. ​Unsubscribe option should be below the message.

How can I action customers requests related to their data?

You can either direct the customer to fill out the below form or fill it out for them.
This form has the below options:
  1. Request My Information
  2. Delete My Information
  3. Opt Out or Unsubscribe
  4. Do Not Sell My Personal Information

Where should I install the tracking pixel (tag/javascript) on my website? 

The code snippet should be installed in a global location in your site code. This could be a <head> or <body> tag element, or placed and deployed using Google Tag Manager (GTM). Successful installation would show the code snippet being visible when inspecting the code in the browser. 

Can I install the tracking pixel (tag/javascript) on a single or specific web page? 

Yes, the tracking pixel can be installed on a single web page to track only that specific pages web traffic. When the pixel is installed to a specific page, not in a globally applied header-code, the pixel will track the data for the single associated page only. If your website builder supports publishing a tracking pixel to a single page, you will be able to install your Pearl Diver pixel to this single location.

How do I access my Pearl Diver Data?

The team will request the email addresses you would like authorized as admins who can login to your company's Pearl Diver dashboard to view and export your data. The Blackpearl team then run a backend action to create a direct invite link for the given email addresses. We then send these invite links to the nominated Pearl Diver admins, who can then follow the prompts to login to your Pearl Diver dashboard via  https://pearldiver.blackpearl.com/login

Alert
It is important to note that an email can only be authorized to ONE Pearl Diver application. If you are already a Pearl Diver user and your email is authorized to login to your application, you cannot use the same email to login to a new instance of Pearl Diver. You will need to provide a new email for the team to authorize this login to Pearl Diver.
We support emails hosted with Microsoft and Google - including @hotmail and @gmail emails.

Why are there duplicate records in my Pearl Diver Dashboard? 

Records are de-duplicated by email address based on activity date. If a user has multiple email addresses and those are associated with a cookie, the resolutions are provided as they represent a cookie match. 

I have multiple websites / domains, can these all be included? 

Pearl Diver can operate over multiple email domains and websites. See our pricing page for details.

How often does the Pearl Diver data update in the Dashboard?

For those using our new Javascript tag, your Pearl Diver dashboard will update every 30 minutes between 6am and 11pm, Mon - Fri and once per day over the weekend. If you are still using our original iframe tag,  the Pearl Diver dashboard will update once per day at 2.30pm EST. This update will import any data that has been logged prior to 8am EST of the same day. This means data from 8am to 2.30pm EST of the same day will be captured in the update the next day at 2.30pm EST for a full 24 hour cycle.

What is an 'Audience' and how do I filter my data?

An Audience is a custom filter to segment your Pearl Diver data. This allows you to configure custom filters to only capture specific subsets of data to enable targeted management. For example, a Real Estate company focused on residential property in Arizona may get Pearl Diver traffic from across the US. They would configure an audience filter that pulls from their main data list, looking at only individuals who are located in AZ adjacent states, who have been to the website more than once and have a mobile number on file. This will display a targeted subset of your Pearl Diver data which you can then export and manage differently to your base dataset, or you can connect this audience to import into your CRM's or marketing platforms for targeted campaigns.

What is included in the 'Pearls' Audience?

The Pearls Audience shows you 1. Visitors who have come to your website more than once in the last 90 days and 2. If you have our Black Pearl Mail email tracking software configured, it will also show you people you have emailed in the past that have come to your website.

Mutually exclusive subsets of people of particular interest:
  1. Visitors you haven’t emailed: people who you haven’t been in email contact with, who’ve visited your website multiple times in the last 28 days 
  2. Visitors you’ve emailed: people who you've engaged with over email in the last 28 days, and who've visited your website multiple times in the last 28 days
*Assuming you have connected the email tracking via the Black Pearl Mail product. Ask our team about this today!

What is Back in Market on the Pearl Diver 'Pearls' Audience Filters?

People who haven’t engaged with you for a long time (28 days or more) and have re-engaged (email interaction or website visit) in the last 28 days 
Back in market examples: 
  1. You sent Mary an email in the past; Mary opened the email this week and her last interaction with your email was 100 days before her most recent interaction (she’s back in the market after a 100 day gap) 
  2. You sent Bob an email in the past; Bob visited your website yesterday and his last visit was 30 days before his most recent visit (he's back in market after a 30 day gap)

What data do I get access to? 

B2B  website visits 

A B2B record is a data record that contains information about businesses in a business-to-business (B2B) context. It may include various types of information, such as the company’s name, contact information (e.g., email, phone number, physical address), industry, size, revenue, and other relevant business data. Pearl Diver also includes information on the individual visiting, such as name, job title, etc. 
B2B records can be used to identify potential business customers, partners, or suppliers and to tailor their sales and marketing efforts accordingly. 

B2C website visits 

A B2C record is a data record that contains information about individual consumers in a business-to-consumer (B2C) context. It includes various types of information, such as a consumer's name, contact information (e.g., email, phone number, state) and demographic data (e.g., age, gender, income).
B2C records can be used to understand customers better and to develop more targeted marketing campaigns and personalized experiences.

Plain Text Email (PTE) 

These are records where only the email and IP Address is captured.

See below a summary of the attributes Pearl Diver currently can capture:
  1. First Names
  2. Last Names
  3. Personal Emails
  4. Additional Personal Emails
  5. Personal Addresses - City, State, Zip Code
  6. Mobile Phone
  7. Personal Phone
  8. Direct Phone
  9. Gender
  10. Age Range
  11. Income Range
  12. Business Email
  13. Job Title
  14. Seniority Level
  15. Department
  16. Linkedin URL - Direct and Company
  17. Professional Address - Street, City, State, Zip Code
  18. Company Name
  19. Company Domain
  20. Company Phone
  21. Primary Industry
  22. Company Revenue
  23. Company Employee Count

A Pearl Diver record had matched details for a family member rather than the person who visited my website - why did this happen?

We use a multi-layered identification approach to ensure accurate matching. We begin by matching based on browser metadata, such as cookies and user agent data. This allows us to uniquely identify a device within a household, even when IP addresses are shared among family members. IP address matching is used as a secondary method, but we are aware that IP sharing within a household can lead to overlaps.

To mitigate misidentification risks, our matching process prioritizes browser-specific signals over shared network identifiers like IP addresses. We also regularly re-index and refine our identity graph using fresh data to maintain the accuracy of our profiles. While occasional mismatches can occur due to shared devices, our waterfall approach minimizes this risk by relying on more granular device-level data whenever possible.

Pearl Diver did not capture someone who made a purchase from my website?

Pearl Diver only provides URL data for resolved visitors. If we are unable to identify a visitor (which can occur for various reasons such as not able to verify against 3 sources, or we were unable to gather their email address) their session isn’t recorded, which may explain why sales that have occurred have not been captured via Pearl Diver. Additionally, Pearl Diver does not have 100% U.S. coverage which may be compounding the issue you are seeing.

How do I send my Pearl Diver data to my CRM or marketing software? By using our Zapier integration, direct integrations with other emailing systems, our REST API or export to email destinations

There are 3 ways to export your data from Pearl Diver currently.
1. Direct export for your full identified data set in the last 7, 28 or 90 days - you can use the direct export data button on the 'website visitors' or 'website visits' pages,    or via using 'Destinations', you can also export your data to email. This option allows you to easily download and directly send the Pearl Diver data to an email address (export to email function)
2. Using 'Destinations' you can send your Pearl Diver data out of the system by configuring a Zapier Integration.
Note, to configure the Zapier integration, you will need to have an audience filter configured to connect to a destination. Zapier allows you to use an API to connect your Pearl Diver account to  outside, third-party systems where you can build automated workflows customized for your role and business. This is a quick and efficient way to automate sending your lead data from Pearl Diver directly to your CRM, Marketing system or other supported platforms

You will need to create or login to your Zapier account to use this destination option.
  1. See here help guide to configure your Pearl Diver audience to send information through a Zapier connection
  2. See here for documentation on how to configure a 'Zap' connection inside Zapier. 
See below details for using our REST API
    1. See here for documentation on our REST API - Getting started
    3. Using our direct integrations, such as GoHighLevel, Klaviyo, Constant Contact, Salesforce and Hubspot. For more information, please reach out to our customer support team via support@blackpearl.com.

    Who are Black Pearl Group?

    Blackpearl Group is a technology company that builds, acquires, and markets data-driven cloud services, consisting of a suite of productivity and demand generation applications for small and medium-sized businesses (SMB).
    Blackpearl Group’s proprietary private platform, the PearlEngine, is the cornerstone of organic growth for both built and acquired technologies. Through leveraging elements or entire components from the Pearl Engine, companies within the Group can access new markets, increase their value proposition, and improve their cost-to-revenue ratio faster and at near zero marginal cost.

    Black Pearl Group currently powers the service Black Pearl Mail, Pearl Diver and Newoldstamp.