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Approaching Intent Data: Why the Disillusionment?

Aberdeen HCM Essentials

Intent data is nothing new, and neither are the advantages it’s utilization offers. B2C companies have continued to push the envelope of what intent data can offer and how it can revolutionize their marketing efforts. So why is it that so many B2B major players have ridden on the coattails of this success, rather than approaching intent data in a way that provides new details for each industry, company and even the individual user ? Intent’s humble beginnings.

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Buyer Intent and Predictive Analytics – Unified Through Data Science

Aberdeen HCM Essentials

When the concept of buyer intent was first introduced, the mathematics behind it were fairly basic. It took time to be able to leverage true Data Science to account for a multi-stage buying journey and the massive quantity of buying intent signals available in today’s advanced buyer intent models. Predictive Analytics, often misunderstood as an alternative to buyer intent, commonly had the exact opposite problem. Today’s buyer intent analytics have come a long way.

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Intent Lets B2B Marketers Join the Purchase Journey Conversation at the Right Moment, with the Right Message

TrueInfluence

That’s where intent data comes in. When True Influence, powered by MeritB2B helped define the intent data category more than a decade ago, it was a breakthrough in helping identify accounts that were in-market, a fundamental qualifier for when and where to put your marketing spend.

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Intent Lets B2B Marketers Join the Purchase Journey Conversation at the Right Moment, with the Right Message

TrueInfluence

That’s where intent data comes in. When True Influence, powered by MeritB2B helped define the intent data category more than a decade ago, it was a breakthrough in helping identify accounts that were in-market, a fundamental qualifier for when and where to put your marketing spend.

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What Is a Walled Garden, and What Role Does It Play Within the Adtech Industry?

TrueInfluence

From an adtech perspective though, it’s an organization that keeps its technology and user data to itself without any intention of sharing it. One primary reason for Amazon’s massive growth is because they purchased intent data.