Understanding Intent Data

What is Intent Data

Think of intent data as a signal that shows when accounts/companies are interested in buying something. At its core, intent data is a powerful tool that provides insights into the digital footprints left by businesses as they navigate the internet. Think of it as a map of a company's online behavior, which can reveal a great deal about its interests, preferences, and potential needs. The activities that make up the intent can include for example when a company visits a website, clicks on specific content, or engages with industry-related material, it leaves behind traces of its interests. Intent data captures and interprets these digital breadcrumbs, shedding light on the company's intent to potentially make a purchase.

First-Party and Third-Party Intent Data

1. First-Party Intent Data: This is data collected on your website through our tag and helps to understand if an account is engaged or not with your content and brand. The N.Rich platform also factors in account-based advertising engagements and interactions from your CRM/MAS as first-party data to provide you with a full picture of how accounts are engaging across your assets.

2. Third-Party Intent Data: Third-party intent data is collected from various external sources, such as data providers and online publishers and through our own proprietary intent data network. It encompasses a broader view of a company's online behavior, including its interactions with other websites and industry-related content across the web.

How We Collect Intent Data

N.Rich has built a proprietary intent data network and through our proprietary advertising technology platform, we analyze millions of interactions happening across the web and a machine learning algorithm crunches data points like user behavior, anonymous user attributes and content consumed to establish user interest in contextual topics. By linking anonymous user data to company identifiers, N.Rich's company identification technology provides intent data at the company/account level.

We complement this data with third-party providers which extend our coverage through data co-op and enable access to a vast network of B2B websites and media companies spanning the web. This results in N.Rich having access to millions of interactions happening daily on B2B publisher websites. Over more than 7 years, N.Rich was able to extend its data coverage across the main B2B websites in Europe, APAC and the Americas.

Our intent data collection approach enables a robust historical basis for measuring business-level content consumption. Delivering rich intent data on a massive scale derived from technology providers, companies, websites, marketers, research, events firms and content consumption events.

This valuable data is then made available through our intent reports, enabling customers to discover accounts getting ready to buy.

How You Can Use Intent Data

Intent data is a game-changer for marketers and sales teams. It allows you to identify businesses that are actively researching specific products or services, indicating a potential buying interest.

By harnessing intent data, your organization can:

• Prioritize accounts based on their level of interest and engagement.

• Tailor marketing and sales strategies to align with an account's current needs.

• Improve conversion rates and drive more effective sales efforts by focusing on accounts getting ready to buy.

• Identify and reduce churn by identifying accounts that have a growing interest in your competitors.