What is Intent Data
Think of intent data as a signal that shows when accounts/companies are interested in buying something. At its core, intent data is a powerful tool that provides insights into the digital footprints left by businesses as they navigate the internet. Think of it as a map of a company's online behavior, which can reveal a great deal about its interests, preferences, and potential needs. The activities that make up the intent can include for example when a company visits a website, clicks on specific content, or engages with industry-related material, it leaves behind traces of its interests. Intent data captures and interprets these digital breadcrumbs, shedding light on the company's intent to potentially make a purchase.
First-Party and Third-Party Intent Data
First-Party Intent Data: This data is unique to a particular business and is generated from the company's own digital assets. It includes website visitor data, interactions with email campaigns, and engagement with the company's content.
Third-Party Intent Data: Third-party intent data is collected from various external sources, such as data providers and online publishers. It encompasses a broader view of a company's online behavior, including its interactions with other websites and industry-related content across the web.
How We Collect Intent Data
N.Rich has built a proprietary intent data network and through our proprietary advertising technology platform, we analyze millions of interactions happening across the web and a machine learning algorithm crunches data points like user behavior, anonymous user attributes and content consumed to establish user interest in contextual topics. By linking anonymous user data to company identifiers, N.Rich's company identification technology provides intent data at the company/account level.
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This valuable data is then made available through our intent reports, enabling customers to discover accounts getting ready to buy.
How You Can Use Intent Data
Intent data is a game-changer for marketers and sales teams. It allows you to identify businesses that are actively researching specific products or services, indicating a potential buying interest.
By harnessing intent data, your organization can:
Prioritize accounts based on their level of interest and engagement.
Tailor marketing and sales strategies to align with an account's current needs.
Improve conversion rates and drive more effective sales efforts by focusing on accounts getting ready to buy.
Identify and reduce churn by identifying accounts that have a growing interest in your competitors.