Best website visitors identification software (UK guide)

Choosing the best website visitor identification software is not as simple as picking the biggest brand. 

For UK businesses, the most useful tools are usually the ones with strong European company data, realistic identification rates, and an approach that fits UK GDPR. 

This guide compares the main options, explains which ones genuinely identify website visitors, and highlights which tools are often included in “best of” lists despite doing a different job.

Best website visitor identification tools at a glance

In the B2B space, website visitor identification software reveals which companies visit your website, turning anonymous traffic into actionable sales leads. For UK businesses, choosing the right tool means finding solutions that comply with GDPR, while accurately identifying companies.

We’ve analysed the leading tools to help you make an informed decision.

The landscape splits into three distinct categories: 

1. True B2B company identification tools suitable for UK businesses
2. Platforms with limited UK applicability
3. Sales intelligence tools that are often mistaken for identification software.

Comparison of tools by type, UK suitability and pricing

Tool Category	Best Options	UK Suitability	Typical Pricing
B2B Company Identification	Albacross, Dealfront, Lead Forensics, Leadinfo, Snitcher	Excellent – GDPR compliant, strong data	From £40 per month
Limited UK Applicability	HubSpot Breeze, RB2B, Warmly	Poor to Fair – data gaps, compliance concerns	From £60 per month
Sales Intelligence Platforms	Apollo.io, Cognism, Hunter.io, ZoomInfo	Not for tracking visitors – different purpose	From £27 per month

For most UK B2B businesses, the first category is where the real shortlist sits. 

The second category includes tools that may be useful in certain setups but come with meaningful limitations for UK use. 

The third category matters because these platforms often appear in Google results for this topic, even though they are mainly outbound sales tools rather than for identifying visitors.

Jump to detailed reviews

Choosing the best solution for you depends very much on your budget and willingness to commit.   We’ve listed the tools alphabetically within each category so this guide stays neutral. Start with the first section if you want genuine UK-suitable company visitor identification tools. 

True B2B Company Identification (UK Recommended)

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• Albacross – European-focused with strong GDPR compliance
• Dealfront (Leadfeeder) – Comprehensive UK business database
• Lead Forensics – UK-based with local support
• Leadinfo – Transparent pricing and European development
• Snitcher – Cost-effective European solution

Limited UK Applicability

Jump to this section >

• Breeze Intelligence – US-focused with UK data gaps
• RB2B – Newer platform with limited UK coverage
• Warmly – AI-led platform with limited UK value and a relatively high entry price

Sales Intelligence (Not identifying visitors)

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• Apollo.io – Outbound sales platform
• Cognism – UK-strong sales intelligence
• Hunter.io – Email finding and verification
• Instantly.ai – Cold email automation
• UpLead – B2B database and lead generation
• ZoomInfo – Comprehensive sales intelligence suite

Each detailed review covers pricing, features, UK suitability, and honest pros and cons to help you choose the right tool for your business needs.

B2B company visitor identification tools (UK and EU suitable)

For most UK B2B businesses, these are the tools worth looking at first. They focus on company-level identification, have stronger UK and European data coverage than most US-led alternatives, and are generally better aligned with UK GDPR requirements.

What separates these platforms is their focus on the European market. They maintain strong databases of UK and EU businesses and understand how companies are structured locally. Just as importantly, their data collection and matching processes are designed to work within UK and EU privacy frameworks, rather than relying on data sources that are more readily available in the US.

At their core, these tools provide company-level identification. In practice, that means they can show you which businesses have visited your website, which pages they viewed, and how they engaged with your content. For B2B businesses, this is particularly valuable because much of the buying journey now happens before any direct enquiry is made. Often referred to as the “dark funnel”, a significant proportion of potential buyers will research multiple suppliers anonymously before ever getting in touch.

In terms of performance, it’s important to set realistic expectations. Most UK B2B websites will typically see company identification rates in the region of 20-40%. This will vary depending on factors such as traffic quality, industry, and the proportion of visitors working from home or using mobile devices. These platforms usually integrate with common CRM systems such as HubSpot, Salesforce and Pipedrive, and pricing tends to scale based on traffic or the number of companies identified.

How to compare website visitor identification tools properly

Most of the providers below offer a free trial (often around 14 days), which makes it relatively straightforward to compare them properly rather than relying on marketing claims.

A practical way to evaluate them is:

1. Sign up to several tools at the same time
   
2. Let them all track your website visitors over the same period
   
3. Export the identified companies from each platform (usually as a CSV)
   
4. Use AI or a spreadsheet to compare overlap, accuracy and volume
   
5. Weigh this against the cost of each platform to understand true ROI
   

This approach quickly highlights which tool is genuinely adding value for your specific website and audience.

Summary of these tools

Albacross

Overview

Albacross is a Scandinavian platform based in Sweden that has evolved beyond simple visitor identification into a broader go-to-market (GTM) tool. It is particularly focused on helping businesses move quickly from identifying a visiting company to taking action, with a strong emphasis on automation.

Key features and capabilities

• AI-driven outreach: Includes built-in automation for email and LinkedIn sequences, rather than just identifying companies
  
• Buyer persona suggestions: Analyses your website and visitor data to recommend which roles to target within a company
  
• Data validation process: Uses multiple steps to improve the accuracy of contact data
  
• CRM integrations: Strong integration with tools such as HubSpot and Pipedrive
  

Pricing and typical customers

Albacross uses a credit-based model for revealing contact data.

• Starter: From around £50/month (annual) or £70/month (monthly)
  
• Professional: From around £125/month (annual)
  
• Organisation: From around £315/month, aimed at larger teams
  

It tends to suit small to mid-sized B2B teams that want both identification and some level of automated outreach.

Pros and cons

Pros: Combines identification with outreach; strong European data coverage; relatively low entry cost.

Cons: Contact credits are limited; scaling outreach can become expensive quite quickly.

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Dealfront (Leadfeeder)

Overview

Dealfront, formed from Leadfeeder and Echobot, is a Helsinki-based platform with a strong focus on European sales intelligence. By 2026, it has developed into a modular system where visitor identification sits alongside prospecting and advertising tools.

Key features and capabilities

• Intent data: Tracks wider research behaviour across the web, not just visits to your own site
  
• Modular setup: Allows you to use identification on its own or alongside other tools
  
• AI insights: Enables natural language queries to summarise visitor behaviour and trends
  

Pricing and typical customers

• Free plan: Up to 100 companies per month, with limited data retention
  
• Paid plans: Start from around £80/month and can scale to £170/month+, with enterprise tiers reaching £800+/month depending on volume
  

Dealfront is often used by more established B2B teams with longer sales cycles and a need for deeper data.

Pros and cons

Pros: Strong data coverage across the UK and Europe; good filtering and segmentation.

Cons: Costs can increase significantly with scale; each domain may require its own setup.

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Lead Forensics

Overview

Lead Forensics is one of the longest-established providers in this space and is based in the UK. It uses a large proprietary IP-to-company database, which can be particularly effective for identifying smaller or more niche UK businesses.

Key features and capabilities

• Workflow automation: Includes tools to trigger alerts or actions based on visitor behaviour
  
• Built-in CRM: Offers a basic CRM for teams that do not already have one in place
  
• UK-based support: Dedicated account management is typically included
  

Pricing and typical customers

Pricing is based on traffic and usually requires a quote.

• Entry level: From around £200+VAT per month
  
• Mid-market: Typically around £2,000–£2,500/month
  
• Enterprise: Can exceed £6,000/month
  

Contracts are typically annual, with limited flexibility.

Pros and cons

Pros: Strong identification rates for UK businesses; managed service approach.

Cons: Higher cost than most alternatives; limited pricing transparency; long-term contracts

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Leadinfo

Overview

Leadinfo is a Netherlands-based platform that has grown rapidly across Europe. It is particularly well known for its ease of use and its focus on visualising visitor behaviour.

Key features and capabilities

• Visitor recordings: Allows you to watch how users interact with your site
  
• On-site engagement tools: Includes features to engage visitors before they leave
  
• Compliance focus: Holds ISO certifications related to data security and privacy
  

Pricing and typical customers

• Starter: From around £57/month
  
• Scale: From around £110/month
  
• Pro: From around £298/month
  

Leadinfo is often a good fit for SMEs that want a balance between usability and functionality.

Pros and cons

Pros: Clear interface; strong behavioural insights; wide range of integrations.

Cons: No permanent free plan; some features require add-ons.

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Snitcher

Overview

Snitcher is another Netherlands-based platform, designed with scalability in mind. It focuses on simplicity and transparent pricing, while also offering ways to link anonymous visits to known contacts where possible.

Key features and capabilities

• Unlimited users and websites: No per-seat pricing, which suits growing teams
  
• Identity linking: Can connect visits to known contacts if they have previously engaged with your business
  
• Usage-based pricing: Charges based on unique companies identified
  

Pricing and typical customers

• Starts from around £40/month
  
• Mid tiers: Around £80–£150/month
  
• Higher tiers: Around £220/month+ depending on volume
  

Annual billing usually reduces pricing by roughly 25–30%.

Snitcher is often used by agencies and businesses managing multiple websites.

Pros and cons

Pros: Transparent pricing; scalable; easy to implement

Cons: Smaller database compared to some larger providers; more limited support options

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Tools with limited or conditional UK applicability

When searching for website visitor identification software, you’ll encounter several tools that appear promising but come with significant limitations for UK businesses. We’ve grouped these tools separately because while they may offer some identification capabilities, they present challenges that could impact your success in a regulated market.

The primary concerns centre around three key areas: 

• Sparse UK data coverage
• The lack of person-level identification for non-US traffic
• The shift toward “credits-based” pricing models that can be unpredictable for UK SMEs.

Furthermore, the UK Data (Use and Access) Act 2025, which came into full force in February 2026, has raised the stakes for compliance, with PECR fines now matching GDPR levels at £17.5 million.

Summary of these tools

HubSpot (formerly Breeze Intelligence)

Overview 

In mid-2025, HubSpot retired the “Breeze Intelligence” brand, fully integrating its features (built from the Clearbit acquisition) into the HubSpot CRM as HubSpot Enrichment and HubSpot Buyer Intent. While highly convenient for existing HubSpot users, it remains an “American-first” data solution. The coverage for UK-based companies is significantly less deep than the European specialists reviewed earlier in this blog.

Key features and capabilities

• HubSpot Buyer Intent: Identifies companies researching topics related to your business.
• Form Shortening: Pre-fills fields based on identified data to reduce friction.
• Native SDR Agents: AI agents that can research leads and draft outreach based on website activity.

Pricing and typical customers 

Pricing has transitioned to the HubSpot Credits system – a universal currency for all AI and data features.

• Starter: 500 credits included monthly.
• Professional: 3,000 credits included monthly.
• Enterprise: 5,000 credits included monthly.
• Overage: Additional credits cost approximately £8 per 1,000. For a typical mid-market company identifying significant traffic, monthly costs can quickly exceed £1,000 just for the data layer.

UK/EU Suitability 

HubSpot’s data quality for the UK is often described as “patchy” compared to Dutch or UK-born tools. Because it is optimised for the US market, it frequently fails to identify smaller UK enterprises or those in specialised industrial sectors.

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RB2B

Overview 

RB2B is a specialist in “person-level” identification, but with a massive caveat for UK users: it does not provide person-level data for UK traffic. To remain compliant, the platform uses IP ringfencing to ensure it only resolves individual identities for US-based visitors.

Key features and capabilities

• Demandbase Partnership: For UK and international traffic, RB2B falls back to a partnership with Demandbase to provide company-level identification only.
• LinkedIn-to-Slack: Their “killer feature” is pushing a visitor’s LinkedIn profile directly to Slack, but this is strictly limited to US traffic.

Pricing and typical customers

• Free Plan: Includes 150 company-level resolutions per month.
• Starter Plan: $79/month for 300 monthly resolutions.
• Usage-based: Costs can escalate quickly if your site attracts a mix of US and international traffic, as you may pay for data you cannot legally use for individuals in the UK.

UK/EU Suitability 

RB2B has explicitly stated that it does not have a product “intentionally directed to the UK market” for person-level intelligence. For a UK business, using RB2B essentially turns it into a basic company-tracking tool, stripped of the advanced individual-tracking features that make it famous in the US.

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Warmly

Overview 

Warmly is a high-growth “revenue orchestration” platform that has become popular for its AI chatbots and live video sales rooms. However, like RB2B, its person-level match rate of ~15% is heavily skewed toward US users.

Key features and capabilities

• Autonomous Chat: An AI chatbot that engages visitors in real-time based on their company profile.
• Live Video Room: Allows sales reps to “jump in” and talk to a visitor while they are still on the page.
• Signal-Based Outreach: Automatically triggers LinkedIn or email sequences.

Pricing and typical customers 

Warmly is one of the more expensive tools on the market.

• Free Tier: Limited to 500 visitors per month (company-level only).
• Startup Plan: Starts around $700/month (~£550).
• Business/Enterprise: Typically ranges from $10,000 to $30,000+ per year.

UK/EU Suitability 

The high entry price is difficult to justify for UK SMEs when the primary value-add (person-level ID) is restricted by GDPR/UK GDPR. Additionally, Warmly only integrates natively with HubSpot and Salesforce, leaving users of popular UK CRMs like Pipedrive or Zoho to rely on complex Zapier workarounds.

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Sales intelligence and outbound platforms (not true visitor identification tools)

These tools often appear in Google results when searching for website visitor identification software, so they’re worth addressing. The key point is that most of them are mainly built for prospecting and outbound outreach, not for identifying anonymous companies visiting your website in real time. 

True identification tells you who is browsing your site right now. Sales intelligence platforms help you find and contact prospects you already know you want to reach.

By 2026, the distinction has blurred slightly as some platforms (like Apollo and ZoomInfo) have added “Inbound” tracking as paid extras. However, their core DNA remains focused on cold outreach. Furthermore, the implementation of the UK Data (Use and Access) Act 2025 (fully enforced since February 2026) means that using these databases for UK-to-UK outreach requires a documented “Legitimate Interests Assessment” (LIA) and strict adherence to the new Information Commission complaints procedure.

Summary of these tools

Apollo.io

Overview 

Apollo.io has become the dominant all-in-one sales orchestration engine for UK SMEs. It combines a database of over 275 million contacts with native email sequencing and a dialler. It  is no longer just a list builder; it is a full-stack execution platform that allows lean teams to operate at an enterprise scale.

Key features and capabilities

• Waterfall Enrichment: Automatically queries multiple data sources in sequence to ensure the highest possible chance of finding a verified UK mobile or email.
• AI Writing Assistant: Generates hyper-personalised outreach based on a prospect’s LinkedIn profile and company news.
• Inbound Add-on: A 2026 feature that identifies up to 50,000 companies visiting your site per month, bridging the gap to true visitor ID.

Pricing and typical customers

• Free: 100 credits/month (Basic search only).
• Basic: Approx. £39/month. Includes 5,000 data credits and CRM integrations.
• Professional: Approx. £63/month. Adds A/B testing and a built-in US dialer.
• Organization: Approx. £95/month (min. 3 users). Includes the international dialler and advanced security – important for UK teams calling globally.

Why it is not a visitor identification tool 

Apollo’s core function is searching a static database. While the “Inbound” add-on exists, it is a supporting feature rather than the platform’s primary focus. Most Apollo users are building cold lists rather than reacting to live website intent.

Pros and Cons

• Pros: Incredible value for money; consolidates the entire sales stack into one UI.
• Cons: UK data accuracy can be “patchy” (around 65-75%) compared to European specialists; credit system can be confusing.
  
  

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Cognism

Overview 

Cognism is the “Gold Standard” for UK and European sales intelligence. Headquartered in London, it is built specifically to navigate the complexities of UK GDPR and the 2026 Data Act. It is the preferred choice for mature UK sales teams that prioritise phone-based outreach and data compliance.

Key features and capabilities

• Diamond Data®: Manually phone-verified mobile numbers. Cognism researchers actually call the numbers to ensure they belong to the correct person.
• Built-in DNC Screening: Automatically cross-references all UK contacts against the TPS and CTPS registers to ensure you don’t call restricted numbers.
• Bombora Intent: Integrated 3rd-party intent data that shows which UK companies are researching your competitors or category across the web.

Pricing and typical customers 

Cognism does not publish public pricing, but 2026 market data indicates it is a premium investment.

• Platform Fee: Typically starts at £12,000 per year.
• Per-User Cost: Approx. £1,200 – £2,000 per year depending on the tier.
• Onboarding: A one-time setup fee of £400 – £1,200 is standard.

Why it is not a visitor identification tool 

Cognism tells you who is “in-market” based on web-wide signals (Bombora), but it does not natively track your own website visitors. It is an outbound engine, not an inbound tracker.

Pros and Cons

• Pros: Highest quality UK mobile data (87%+ connect rate); best-in-class UK compliance features.
• Cons: High entry cost (unsuitable for solo founders); no native email sequencing tool (requires an integration like Outreach).
  
  

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Hunter.io

Overview

Hunter.io is a specialist tool centred on finding professional email addresses by crawling billions of public web pages. In 2026, it remains the most reliable tool for PR outreach, link building, and finding generic departmental addresses.

Key features and capabilities

• Domain Search: Enter a website (e.g., “acme.co.uk”) and see every professionally associated email address Hunter has found for that company.
• Email Verifier: Performs a real-time SMTP check to ensure an email won’t bounce before you send it.
• Signals: A newer 2026 feature that identifies companies based on job postings and tech changes.

Pricing and typical customers

• Free: 25 monthly searches.
• Starter: Approx. £27/month (based on annual billing). Includes 500 monthly searches.
• Growth: Approx. £83/month. Includes 5,000 monthly searches and 10 email accounts.
• Scale: Approx. £165/month. For high-volume teams requiring 50,000 searches.

Why it is not a visitor identification tool 

Hunter is purely reactive to your input. It has no website tracking code and cannot tell you who is visiting your site. It is a scraper and verifier, not a visitor tracker.

Pros and Cons

• Pros: Very simple to use; excellent for finding generic company contacts; affordable.
• Cons: No mobile numbers; removed its LinkedIn integration years ago; no way to see live website traffic.
  
  

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Instantly.ai

Overview 

Instantly.ai is the leader in “Cold Email at Scale.” It is designed for agencies and high-growth startups that want to send thousands of emails daily whilst maintaining “inbox health” through automated account rotation.

Key features and capabilities

• Unstoppable Deliverability: Features like “Inbox Rotation” and “Warm-up” ensure emails land in the primary inbox, not the spam folder.
• Lead Finder: A database of 450 million leads with “lookalike” filters to find companies similar to your best clients.
• Hyper CRM: Their top-tier plan actually includes a “Website Visitors” feature to alert you when leads from your email campaigns revisit your site.

Pricing and typical customers

Instantly offers an “Unlimited Seats” model.

• Growth CRM: Approx. £37/month. Includes the master inbox and basic sequences.
• Hyper CRM: Approx. £77/month. Includes the website visitor tracking and automated “Salesflows.”

Why it is not a visitor identification tool 

While the Hyper CRM has a tracking feature, it is secondary to the platform’s main purpose: high-volume cold email delivery. It lacks the deep firmographic insights found in specialists like Leadinfo.

Pros and Cons

• Pros: Best deliverability tools on the market; no per-user fees; incredibly scalable.
• Cons: No LinkedIn or phone outreach (email only); UK compliance for high-volume cold email is difficult under the 2026 DUAA.
  
  

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UpLead

Overview 

UpLead positions itself as the “Quality-First” lead database. Their primary differentiator is a 95% accuracy guarantee – if an email they provide is invalid, they refund your credit. It is ideal for UK demand gen teams where deliverability is non-negotiable.

Key features and capabilities

• Real-Time Verification: Every email is verified at the exact moment you click “Download,” not weeks before.
• Technographics: Allows you to find UK companies using specific software (e.g., “Find UK manufacturing firms using Microsoft Dynamics”).
• Intent Data: Surfacess companies that are currently researching specific topics in your industry.

Pricing and typical customers

• Essentials: Approx. £60/month (based on annual payment). Includes 2,040 credits per year.
• Plus: Approx. £120/month. Adds data enrichment and technographic filters.
• Professional: Custom quotes for teams needing full API access.

Why it is not a visitor identification tool 

UpLead is a searchable directory. You must define your criteria and search for prospects. It does not monitor your website traffic or identify companies browsing your pages in real-time.

Pros and Cons

• Pros: Highest email accuracy in the SMB tier; very simple interface; no “dead” data.
• Cons: Limited UK mobile phone coverage compared to Cognism; no built-in email sequencing (must export to another tool).
  
  

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ZoomInfo 

Overview 

ZoomInfo is the global titan of sales intelligence. It offers the largest database in the world (420M+ contacts) and a massive suite of features including AI-driven predictive scoring. However, for UK buyers, it is often viewed as “The Expensive Option” with a heavy US-centric bias.

Key features and capabilities

• WebSights: ZoomInfo’s version of visitor identification. It is a powerful add-on but typically requires a high-tier subscription.
• Chorus AI: Automatically records and analyses your sales calls to provide coaching insights and sentiment analysis.
• Copilot: An AI assistant that tells reps which accounts to prioritise every morning based on real-time buying signals.

Pricing and typical customers 

Pricing is notorious for being modular and opaque.

• Professional Plan: Starts at approx. £12,000 per year (usually capped at 3 users).
• Global Data Add-on: Essential for UK teams, adding approx. £8,000 per year.
• Hidden Costs: Teams often report “The Stack Tax,” where add-ons for email verification and extra credits push annual bills closer to £40,000.

Why it is not a visitor identification tool 

While ZoomInfo’s WebSights module is a legitimate visitor ID tool, the platform is so vast that most users primarily use it for its contact database and prospecting features. It is often described as overkill for businesses that just want to know who is on their website.

Pros and Cons

• Pros: Most comprehensive global database; advanced AI features for enterprise teams.
• Cons: Very expensive for UK SMEs; US-centric data quality; rigid annual contracts with 60-90 day cancellation windows.
  
  

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What you need to know before choosing a tool

Not all “website visitor identification” tools do the same job

One of the biggest sources of confusion in this market is that very different types of software often get grouped together under the same label.

Some tools are genuine platforms that identify visitors. Their main purpose is to tell you which companies are visiting your website, which pages they viewed, and how engaged they appeared to be.

Others are sales intelligence databases or outbound prospecting platforms. These can still be useful, but they are doing a different job. Rather than identifying companies visiting your website in real time, they help you search for contacts, build lead lists, enrich records, or run outbound campaigns.

That distinction matters because a business looking for inbound visibility can easily end up buying an outbound tool instead.

What these tools can realistically identify in the UK

For most UK B2B businesses, the realistic expectation is company-level identification rather than person-level identification.

That means a platform may be able to tell you that a company visited your website, which pages were viewed, how often they returned, and how much time they spent engaging with key content. In many cases, that is more than enough to help a sales or marketing team prioritise follow-up.

What most UK businesses should not expect is for software to reliably name the exact individual visitor behind every session. That is much more difficult in the UK and Europe because of privacy rules, data availability, remote working, mobile browsing, and the practical limits of matching anonymous visits back to a named person.

In other words, if your real goal is to know which companies are showing intent, several UK/EU-friendly tools can help. If your expectation is that the software will name every individual visitor, that is where many claims start to become unrealistic.

Why UK data quality matters more than database size

A very common sales message in this sector is to talk about the size of the database. Bigger numbers sound impressive, but for a UK buyer, database size on its own means very little.

What matters more is how strong the provider’s UK and European company coverage actually is, how often that data is refreshed, and how accurate the matching is for the types of businesses you want to identify.

A platform with stronger UK company matching can often outperform a much larger US-led database when it comes to British traffic. This is one reason why several European-built tools are often a better fit for UK B2B businesses than larger US brands that appear more frequently in generic “best software” round-ups.

The simplest way to shortlist the right type of tool

If you want to identify which companies are visiting your website, start with the genuine B2B company visitor identification tools first.

If you already use a large CRM platform and want some visitor insight as part of a wider sales and marketing ecosystem, a more integrated platform may still be worth looking at – but you need to be clear that visitor identification may only be one part of what you are paying for.

If your main goal is outbound prospecting, list building, or sales outreach, then platforms such as Apollo.io, Cognism, Hunter.io, UpLead or ZoomInfo may still be useful, but they should not be confused with dedicated website visitor identification software.

The key is to buy based on the job you actually need done, not the label used in a comparison article.

The most practical way to compare providers

If a tool offers a free trial, the best approach is usually to run two or three platforms side by side for the same period.

That gives you a much clearer picture of:

• How many companies each tool identifies
  
• How relevant those companies are
  
• How easy the platform is to use
  
• Whether the integrations fit your workflow
  
• Whether the likely return justifies the monthly cost
  

For many UK businesses, this will tell you more than a polished demo ever will.

A good buying decision usually comes down to five things

Before choosing a tool, focus on these five points:

• How well it identifies UK companies in your market
  
• Whether the pricing makes sense for your level of traffic
  
• How easily it connects with your CRM or sales workflow
  
• Whether the data is actionable rather than just interesting
  
• Whether the provider is clear and realistic about what its software can and cannot identify
  

That final point matters more than it may seem. In this space, a provider that sets realistic expectations is often a safer bet than one that makes sweeping claims.