Interesting artifact of mass work-from-home for sales/marketing analytics: Identifying prospects based by their Internet Service Provider (ISP) has become much harder. Not sure what I mean? Let me explain.
Lots of corporations, organizations, and educational institutions have a named ISP. So if you visit a website from a computer at Gross University, their web analytics know someone from that network was there. They may not know much more about you, but the visit is recorded.
Knowing how many individuals and total visits have come from an ISP like that can be helpful. Even if I don't have any contact data, I can know that there have been 150 visits to my website this yea from 50 computers at Gross University. That indicates some sort of interest.
For my business, we don't do a whole lot with this data right now. We use it for ad targeting, sometimes. But it's been a personal curiosity of mine. Other businesses may use this as a key part of their account-based marketing/sales strategy. So much so that...
Our Martech platform, HubSpot, shows this list of named ISP's as "prospects." Clearly it was designed for the user to think that information should be used to inform sales activities.

So now, in a pandemic, when most folks are working from home...
Unless they're logging into a VPN (in some industries this is still very common, in others almost unheard of), they're using their home ISP. Which is Comcast, AT&T, or whatever. Completely not helpful for account-based marketing strategies.

The difference in known ISPs is stark.
Here's what it looks like for our business. Our target audience is colleges/universities, so unless folks are on a mobile device not connected to campus wifi, or working from home, we generally have a good idea of what campuses are consuming our content.
Just before the pandemic (early March), I was talking with @bridays28 about our known/unknown ISP traffic and what that meant for marketing. At the time, I estimated that about 70% of our traffic was coming from known ISPs. I was curious about the 30% of mobile/at-home users.
Yesterday, 5% of our traffic was from known ISPs.

That's a big difference.

It's not material to our business right now, because it wasn't baked into our strategy.
There's no call to action or big idea in this thread. Just something I was thinking about that I thought was worth sharing. Anyone else have similar thoughts, or work somewhere where this has a bigger impact?
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