Traditionally the data-driven observations of customers' online behaviour are mostly extracted from the first-party data, collected by tracking the actions taken by customers, on an organization’s website. While this approach is beneficial in improving account growth and capitalizing on inbound leads, it fails to track the buyer journey which often starts long before a prospect visits a business website.
Intent data provides a holistic picture of consumers most likely to engage with a brand’s online presence that enables marketing teams to target users with a higher potential of conversion, by providing valuable information. It takes your efforts of email marketing, advertising, and demand generation to the next level, by narrowing those down to a more concentrated pool of qualified prospects.
Data generated by business users’ online content-consumption activities. That is aggregated
and modelled to provide B2B marketing and sales teams with insight into which
organizations are increasingly researching their product or service categories, and to what extent.
First-party Intent data is the insights on how users are engaging with your digital content. Thus it is also known as engagement data. It comprises information such as what’s happening on your website at any given point in time. Most probably you are already tracking first-party data through marketing tools like marketing automation platforms, or the backend of your own website, collecting rich data about your direct traffic.
It can be gathered by requesting detailed user data (e.g. name, address, age, etc.) or anonymously. While first-party Intent data offers credible visibility of direct brand engagement in the buyer journey, third-party Intent data can also provide organizations an aerial view of the comprehensive research and how an organization is performing along the way.
First-party Intent data, also known as engagement data, make up the type of insights your marketing team is likely already tracking through your own assets. This could mean, for example, what’s happening on your website at any given point in time. You’re most likely already tracking first-party data through marketing tools like marketing automation platforms, or the backend of your own website, collecting rich data about your direct traffic. It can be gathered by requesting detailed user data (e.g. name, address, age, etc.) or anonymously. While first-party Intent data offers credible visibility of direct brand engagement in the buyer journey, third-party Intent data can also provide organizations an aerial view of the comprehensive research and howan organization is performing along the way.
“Being a seasoned entrepreneur and leader, Uday Singh Kang has enormous experience in Leading multiple companies through marketing transformation in a variety of ownership environments like Dyne Marketing. His passion for handling the most mind boggling challenges made him the expert in planning high-performing marketing strategy, integrated marketing and product execution. He is notable for helping his clients take proactive control on business by providing efficient strategies and business insights to deliver the required service to consumers. With the strong believe that the combination of programmatic marketing and hard work always delivers outsized monetary growth Uday has been an instrumental leader for Martechs.”
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“Being a seasoned entrepreneur and leader, Uday Singh Kang has enormous experience in Leading multiple companies through marketing transformation in a variety of ownership environments like Dyne Marketing. His passion for handling the most mind boggling challenges made him the expert in planning high-performing marketing strategy, integrated marketing and product execution. He is notable for helping his clients take proactive control on business by providing efficient strategies and business insights to deliver the required service to consumers. With the strong believe that the combination of programmatic marketing and hard work always delivers outsized monetary growth Uday has been an instrumental leader for Martechs.”