The clue is in the name, with intent data signifying the intent of your users. It is powerful because it is gathered based on the real activities of your users that signal their intention to make a purchase. Intent data is based on the patterns and buying behaviours of your audience, making it a vital tool to leverage when developing strategies or making decisions within your business. How does it work? Let’s take a look.

Why gather intent data?

Gathering accurate intent data helps you to develop a profile of your top customers, which adds accuracy to your targeting. With intent data, you can better engage your customer base with tailored and personalised content and identify the specific products or information your users are looking for. In short, intent data can boost your ROI, as you will have the ability to refine your marketing and sales strategies in a way that aligns with your audience. Teaming up with an expert data analysis company, such as https://shepper.com/, can help businesses explore their data further.

Types of intent data

There are three main types of intent data to collect:

• First-party intent data

This type of intent data is gathered directly from your platforms; for example, it could contain information on your website traffic, landing page clicks, email engagement, or content performance. This is generally very specific to you, your business, and your overall performance, making it the most accurate way to target and understand your users.

• Second-party intent data

This type of intent data can be collected if you collaborate with your competitors and any companies that are researching you. It will give you the opportunity to gather extra information about prospective customers.

• Third-party intent data

Third-party intent data is less specific and provides a broader overview of user behaviour. It is still important in detecting trends and for your overall strategy building, but it is less refined. It is often easier to source and organise than first-party data.

Leveraging the power of all three types of data will help you boost your brand and create successful strategies.