Intent data refers to information or signals that can give you insights into what a person or a group of people are interested in or likely to do. It helps you understand their intentions, preferences, and what they’re actively looking for.
How is B2B intent collected and analyzed?
Intent data can be categorized into two main types: explicit and implicit intent data.
- Explicit Intent Data: This refers to information that people provide directly. For example, when someone fills out a form on a website, signs up for a newsletter, or responds to a survey, they explicitly express their interests or preferences. This data is explicit because the person is intentionally providing information about their needs or desires.
- Implicit Intent Data: This refers to information gathered indirectly from people’s online behaviour. It includes data like search queries, website visits, content consumption, clicks, downloads, and social media interactions. This data is implicit because it is inferred from the person’s actions rather than their direct input.
By analyzing intent data, businesses can gain valuable insights into their target audience. They can understand what topics or products are popular, personalize marketing campaigns, and deliver relevant content or offers to the right people at the right time.
In summary, intent data helps businesses understand what people are interested in and what actions they are likely to take. It enables companies to tailor their marketing strategies, provide better user experiences, and ultimately increase their chances of engaging with potential customers.
1st party versus 3rd party intent data
1st Party Intent Data: understand who is visiting your site
Imagine you have a website or an app, and you have visitors or users who interact with your platform. When these visitors or users engage with your website or app, they leave behind valuable information about their interests and preferences. This information is known as 1st party intent data. It’s called “1st party” because it comes directly from your own platform.
1st party intent data is valuable because it provides insights into the behavior and preferences of your own audience. It helps you understand what your customers are interested in, how they navigate your platform, and what actions they take. You can use this data to personalize their experience, offer relevant recommendations, or improve your products or services.
3rd Party Intent Data: Broaden your reach, beyond your own website visitors.
3rd party intent data identify people who are interested in buying your solutions but haven’t visited your website or app yet.
3rd party intent data is collected by companies or platforms that have a wide reach across the internet. These companies gather data from various sources, such as websites, social media platforms, or advertising networks. They analyze this data to identify patterns and signals that indicate a person’s interests and intentions. This information is 3rd party intent data because it comes from sources outside of your own platform.
By using 3rd party intent data, you can gain insights into a broader audience beyond your own website visitors. It helps you identify potential customers who might be interested in your products or services, even if they haven’t interacted directly with your brand.
In summary, 1st party intent data comes from your own website or app and provides insights into your specific audience. On the other hand, 3rd party intent data comes from external sources and allows you to tap into a wider audience pool to identify potential customers who share certain interests or intentions.
Both types of intent data have their value in helping businesses understand and engage with their target audience. Combining both can help you run better targeting campaigns and do more effective marketing and sales follow-ups.