Intent Data: What It Is and How to Get Started

Intent data is third-party data that reveals who is interested in your product, often from sources you don't own. It provides timely visibility into what was previously hidden, but it's important to understand the source of the data. It can be used to prioritize leads, shape messaging, and maximize marketing budgets.

Intent data is maturing, but marketers need to make it actionable. There is a lack of standardization across different platforms, including reporting and delivery models, which makes this difficult. As the metric matures, it will become more standardized and marketers will learn to better harness its insights.

Intent data is still in its infancy, but with the right knowledge, it can be a valuable tool. Learn as much as you can and recognize that there is still much to learn as it evolves.