The term “intent data” refers to a collection of data and information regarding a user’s online behaviours and inherent to the purchase of a particular product/service.
Such data may relate to site and shop visits, dwell times, activities done on site or comments and reactions on social channels or other platforms, search data.
As we can well imagine, “intent data” are fundamental as they allow companies to reconstruct the customer journey of the potential customer and, above all, allow them to analyze and know their behaviour in order to create the best marketing strategy to transform them from potential customer to real customer.
There are three types of intent data:
- first party data: that is, data and information collected directly by the company on its own channels and usually easily managed even with CRM, rather than more advanced solutions such as CDP;
- second party data: this is information often collected on non-proprietary channels of the company, such as communities or review sites;
- third party data: this is the data collected a little bit everywhere on the web, usually through the use of cookies.
As we can easily guess, intent data is critical information for creating effective marketing strategies focused on personalisation as much as it covers various areas of digital marketing, from content marketing to SEO.
