Intent Data Industry News: Cookies, Pipeline Acceleration, Privacy, Attribution Models, and More

Today, we’re taking a look at some of the headlines related to intent data and data-driven marketing that stood out in December 2019. Our favorite articles that rounded out 2019 cover topics like the transition away from cookies, the need to accelerate B2B pipelines, tips for data privacy success, and data-driven attribution.

Preparing for a Cookieless Future

In the wake of increasingly strict data privacy regulations, cookie usage across the internet is declining. This is affecting marketers as well as the data providers who help them fill out their customer profiles. For third-party data to remain impactful, there needs to be a means of collection that fills the gap in a cookieless future.

This article on AdExchanger explains how one media company is transitioning to an opt-in publishing model to fuel data services. But not all behavior tracking is created equal. When choosing a third-party data provider, it’s important to understand how they collect information and whether or not they are compliant with the latest data privacy regulations.

Intent Data Accelerates the B2B Pipeline

Just because you’ve got an ABM strategy that covers all the bases doesn’t mean you’re driving business results most effectively. Once there’s a solid ABM strategy in place, marketers and sales teams need to align and take steps to accelerate the pipeline. With so much competition, capturing opportunities quickly is more important than ever.

This is where intent data comes in. In this article, you’ll learn five different ways that marketers can use intent data to align more closely with sales teams and accelerate B2B pipelines.

Elements of Customer Data Privacy

Your customers are more worried about data privacy than ever before. Building trust is about more than just throwing a cookie disclaimer at the bottom of your website and going through the motions to comply with data privacy regulations.

One of the most important things that marketers can do is ensure that the third-party data they invest in is compliant with regulations like GDPR and CCPA. But in this MarTech Advisor article, you’ll find that proper data privacy practices include communication with customers, limiting data access, conducting regular internal audits, and more.

Beyond the Buzzword with Intent Data

Every year, countless marketing buzzwords emerge to excite, confuse, and frustrate teams across all industries. Cutting through all the noise to figure out what will really drive marketing success can be difficult. There was a time that account-based marketing seemed like little more than a buzzword to some people and now it’s become a de facto strategy for B2B teams. The same will be true for intent marketing.

This article offers an overview of what intent marketing really means and how to implement it in your own organization. But ultimately, it all comes down to the data you have on hand. When you have data that delivers, intent marketing is more than a buzzword.

A Modern Attribution Model

Attribution is one of the hardest things for marketers to get right. Especially now, when your buyers are using so many different channels and touchpoints to complete a sale, it can be difficult to understand the value of your different tactics from awareness to conversion. Last click and first click attribution models no longer get the job done.

This ClickZ article explains the what and why of data-driven multi-touch attribution (MTA). With this kind of attribution model, you can figure out how to distribute your marketing budget more effectively and gain insight into performance at every touchpoint.

Strategizing for 2020

The new year is upon us and it’s as good a time as any to review your marketing strategy for the months ahead. With CCPA going into effect, GDPR continuing to put pressure on data usage, and general changes in buyer behavior, marketers have to be prepared to evolve throughout the year. But data strategy is always at the core.

This article from a Deloitte Consulting manager explains why 2020 is the year to double down on data strategy. With the right approach, you can navigate the field of data privacy regulations while also gaining more insight than ever into your target customers.