How to Leverage Intent Data?
May 23, 2020
How to Leverage Intent Data?

Intent data is the most used tool in digital marketing. Internet traces every move of its users, and companies can benefit from it to boost their business.

What is the Intent Data?

Intent data is the data that predicts the choices and preferences of people, based on their online activities and behaviour. This data is very useful in digital marketing and helps the sellers in reaching their targeted audience. Intent data is, in fact, the core of MarTech.

Sources of Intent Data

Intent data is collected through various sources like

? Browsing history

? Search Engine records

? Emails and chats

? Social media activity

? Previous purchases

? Product reviews

? Traffic on Competitors` Website and other online activities.

The information from all these sources can be combined, to predict the future behaviour of the customers and for find potential buyers.

How to Leverage Intent Data

Collection of intent data is not enough to gain business benefits from it. You must use certain strategies and tools to leverage this data.

Custom Design Website

Websites are often created for selling goods and products. The best way to design a website is to plan it from the buyers` perspective. Sellers and marketers can use intent data to develop and modify their websites.

Intent data gives a clear picture of the interests and preferences of regular customers and potential buyers. If your company develops the website based on the interests of its viewers, it will more likely attract more business and boost sales.

Email Campaigns

Your business vendors and clients must be your top priority. You can retain your clients for longer with effective communication and better business relationships.

Emails are usually used as the official communication tool, and most organizations run automated monotonous email campaigns. You can level up your communication by taking the help of intent data. Instead of generalized emails, send personalized emails and messages to your clients, highlighting their interests and targeting their nature. This will strengthen your connections with clients and boost your business.

If you are dealing with a critical client, then again intent data can come to the rescue. Predict the mood and likely response of your client, based on their past communication and other personal and professional matters. This will help in effective and smooth communication.

Personalized Advertisements

Advertisements are all over the internet, but not all ads hit the right audience. Most of them are ignored and generate minimum sales. Here again, you can use intent data to change your marketing game.

You will need to invest in research tools like ZoomInfo and Priority Engine, or hire the services of data researchers. They will assist you in preparing the list of internet users that are more likely to be interested in your products and services. Looking at the intent data of these potential buyers, you can get more insight into your target audience. You can use this information to create personalized advertisements for different categories of buyers.

Personalized advertisements usually hit right on the target and bring the viewers to your site.

Creating a Persona without Exposing PII

Intent data is users' data that might come under non-compliance to data security. To resolve this issue, data researchers and analysts opt for fake persona instead of PII.

Personality Identifiable Information (PII) is the information that directly reveals the identity of the person like name, phone number, email address, bank account details and other personalized information. Collecting and using PII data is not permissible by law. But researching and developing marketing strategies without any of this information seems impossible.

To facilitate marketers, data extractors create a persona where they give a fake name and identity to the user. This persona helps in categorizing the users, based on their interests. You can use this persona, along with non-PII information, for marketing and boosting your sales.

Types of Datasets

Intent data is collected from different sources.

1st Party Datasets

These datasets are collected directly from the traces of viewers and customers on your website. This data is of great importance and is quite relevant to your business.

This first-hand data is not sufficient to accurately predict the moves of your clients and customers. Especially if you are a comparatively new organization, you will have a limited 1st party dataset. In these situations, you have to rely on datasets from other companies.

2nd Party Datasets

You can buy datasets directly from the company that has users` data. It is called 2nd party data and is quite reliable. But most companies don't prefer to sell their datasets directly.

3rd Party Datasets

3rd Parties buy data from different companies and then sell it to the marketers and interested organizations. 3rd party datasets are huge and are the most widely used source for intent data.

Benefits of 3rd Party Datasets

The third-party dataset includes a wide variety of internet users. You have to extract intent data from the huge dataset to get your desired information.

There are several benefits of third-party data.

? Third part Datasets are a great source of diverse data.

? It helps in adding more information to the 1st party intent data.

? Third-party data also helps in finding more potential buyers.

Direct Marketing Based on Intent Data

Intent data is the personal and social information of the clients and can be best used for direct marketing. When you are well aware of your client's interests and background, your communication automatically gets on a personal level. This one-to-one communication is the best way of direct marketing.

You can sell your products and services directly to the clients by talking about their activities and pursuits. You simply have to turn the conversation to the point where your client is convinced to make your organization his preferred choice.

Marketing is the game of understanding the needs of clients and offering them solutions to their problems with your products, which becomes easier with the help of intent data.