1. In order to improve our targeting abilities, once a known lead is visiting your website we are overriding his company name by using his email domain.
This way, even if the visitor is not currently at his office, but visiting your website from his house, instead of appearing as an ISP (Comcast Cables / AT&T..) he will appear as coming from the company associated with the email domain he used.
For example, someone is known in Marketo Lead Database as email@example.com – once he will visit your website he will show up as coming from Yale University even if he is not currently at his office.
2. IP based geo-location targeting has a 95% accuracy rates for country level and around 85% for states which is why you may sometime see discrepancies.
Location identification is not 100%, especially with ISP’s.
Given this information, the visitors might be at their home using an IP that is registered as in the wrong city and sometime even state.
Once we override the company name they will still appear as coming from their company but a wrong location.