Understanding Intent Score

What does the N.Rich Intent Score represent?

The Intent Score associated with accounts in Intent Reports is indicative of the activity level of accounts based on a combination of first-party and third-party data sources.

• First-party data encompasses account engagements on your website, ABM Ads, and email marketing system (if you have active integrations).

• Third-party data includes intent signals from accounts conducting research on your business topics or competitors online.

By combining activities from these data sources, the Intent Score allows you to understand an account's level of interest in your business topics, your competitors and/or your brand.

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Understanding Data Source Weights

Intent Reports can be customized to prioritize first-party or third-party sources, enabling the creation of different intent reports for various use cases. For instance, to help with account discovery (identifying accounts in-market/getting ready to buy), we recommend generating intent reports predominantly using third-party data. The preconfigured "Net New Demand" use case within the platform fulfills this purpose by having third-party data sources weigh for 80% of the score.

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Scoring Example (With Intent Data Source Weight)

In the following example, an intent report is set to have an 80% weight for third-party intent data and 20% weight for first-party data..

The Intent Report above uses the Net New Demand preset (80/20) and the composite score of the account highlighted is 90, which includes a score of 88 for 3rd party and a score of 100 for 1st party. The composite score is calculated by applying respective weights to first-party and third-party score as follows:

In this case, 0.8 (80%) x 88 + 0.2 (20%) x 100 which equals to 70 + 20 = 90

How is the third-party intent score calculated?

Generally, a third-party intent score above 60 means that the account is considerably more active in consuming intent topics. We determine this by comparing the current levels of topic consumption against historic levels among other things. The illustration below provides a rough idea of how the score levels relate to topic consumption levels.

How is the first-party intent score calculated?

The first-party intent score is calculated by taking into consideration engagements from accounts happening across your website, marketing automation system (MAS) and N.Rich ABM campaigns. These engagements are weighted (for e.g., form fills carry more weight than page views) and factored into an engagement scoring algorithm.

As can be seen in the graph above, each group is represented by several sub-groups or channels. These channels describe the way the account interacted with the client. For example, a video channel includes how an account interacted with video ads (For e.g., how long the user watched the video).

Understand First-Party Intent Trend

The first-party intent trend represents the general engagement trend of the account based on first-party engagement activities.
The account has:

• A surging trend if Intent Score has increased by more than 10 points from yesterday

• A steady trend if Intent Score has not changed by more than 10 points from yesterday

• A dropping trend if Intent Score has decreased by more than 10 points from yesterday

Intent Scores in Exports and CRM Properties

When displayed in data exports or CRM field properties, intent scores are grouped into 3 categories:

• Low - Score less than 40 

• Medium - Score between 40 and 70

• High - Score greater or equal 70