Approaching Intent Data: Why the Disillusionment?

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? Well, Aberdeen does. Intent’s Humble Beginnings Years ago, B2C eCommerce retailers realized the abundance of consumer data available to them, and thus, intent data’s first real application began. These retailers started modeling the likelihood (by means of logistic regression) that a consumer would purchase a product based on their browsing history (if a customer added an item to their cart, they are x% more likely to purchase that product).

Author: Benjamin Cavicchi

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