understanding intent data raab
TRANSCRIPT
![Page 1: Understanding intent data raab](https://reader034.vdocuments.site/reader034/viewer/2022050811/58ef9e7a1a28ab67018b456f/html5/thumbnails/1.jpg)
www.raabassociatesinc.com 1
Understanding Intent DataMay 23, 2016CRM EvolutionDavid M. Raab
![Page 2: Understanding intent data raab](https://reader034.vdocuments.site/reader034/viewer/2022050811/58ef9e7a1a28ab67018b456f/html5/thumbnails/2.jpg)
www.raabassociatesinc.com 2
Promise
![Page 3: Understanding intent data raab](https://reader034.vdocuments.site/reader034/viewer/2022050811/58ef9e7a1a28ab67018b456f/html5/thumbnails/3.jpg)
www.raabassociatesinc.com 3
Reality
![Page 4: Understanding intent data raab](https://reader034.vdocuments.site/reader034/viewer/2022050811/58ef9e7a1a28ab67018b456f/html5/thumbnails/4.jpg)
www.raabassociatesinc.com 4
Reality
“Third-party intent data often isn’t conclusive enough to actually be predictive. It may be helpful to compare people with no activity to people with lots of activity, but keep in mind that you’re likely to find a lot of false positives.”- Infer Inc., What’s the Deal with Intent Data?
![Page 5: Understanding intent data raab](https://reader034.vdocuments.site/reader034/viewer/2022050811/58ef9e7a1a28ab67018b456f/html5/thumbnails/5.jpg)
www.raabassociatesinc.com 5
Intent Data = Snake Oil?
![Page 6: Understanding intent data raab](https://reader034.vdocuments.site/reader034/viewer/2022050811/58ef9e7a1a28ab67018b456f/html5/thumbnails/6.jpg)
www.raabassociatesinc.com 6
Intent Data Basics• Sources: page views & ad networks, also: downloads, Webinars, social posts, site search, registrations, reviews, …• 1st Party vs 3rd Party (big difference!)• Anonymous vs Known• Processing Required
![Page 7: Understanding intent data raab](https://reader034.vdocuments.site/reader034/viewer/2022050811/58ef9e7a1a28ab67018b456f/html5/thumbnails/7.jpg)
www.raabassociatesinc.com 7
Intent Data Vendors• Web Sites: IDG, TechTarget,
Demandbase, Bombora, MRP, Madison Logic• Ad Exchanges: The Big Willow,
Everstring• Predictive: 6Sense, Infer,
Leadspace, Lattice Engines, Mintigo,…• B2C: Nielsen eXelate, Oracle
DataLogix, Magnetic, Neustar, …
![Page 8: Understanding intent data raab](https://reader034.vdocuments.site/reader034/viewer/2022050811/58ef9e7a1a28ab67018b456f/html5/thumbnails/8.jpg)
www.raabassociatesinc.com 8
Under the Hood
Quality Issues• Coverage• Timeliness• Accuracy• Precision
![Page 9: Understanding intent data raab](https://reader034.vdocuments.site/reader034/viewer/2022050811/58ef9e7a1a28ab67018b456f/html5/thumbnails/9.jpg)
www.raabassociatesinc.com 9
Under the Hood
Execution Issues• Data load• Account vs Person• Contact details
(email, phone, etc.)• Identity match
![Page 10: Understanding intent data raab](https://reader034.vdocuments.site/reader034/viewer/2022050811/58ef9e7a1a28ab67018b456f/html5/thumbnails/10.jpg)
www.raabassociatesinc.com 10
Applications
Acquisition• Net new names• Prospecting• Display retargeting
![Page 11: Understanding intent data raab](https://reader034.vdocuments.site/reader034/viewer/2022050811/58ef9e7a1a28ab67018b456f/html5/thumbnails/11.jpg)
www.raabassociatesinc.com 11
Applications
Nurture• Lead scoring• Personalization
![Page 12: Understanding intent data raab](https://reader034.vdocuments.site/reader034/viewer/2022050811/58ef9e7a1a28ab67018b456f/html5/thumbnails/12.jpg)
www.raabassociatesinc.com 12
Applications
Other• Reactivation• Content creation
![Page 13: Understanding intent data raab](https://reader034.vdocuments.site/reader034/viewer/2022050811/58ef9e7a1a28ab67018b456f/html5/thumbnails/13.jpg)
www.raabassociatesinc.com 13
Getting Started
Viability Checks• Business Terms• Quantities• Elements• Match Rate• Quality
![Page 14: Understanding intent data raab](https://reader034.vdocuments.site/reader034/viewer/2022050811/58ef9e7a1a28ab67018b456f/html5/thumbnails/14.jpg)
www.raabassociatesinc.com 14
Getting Started
Performance Tests• Select Application• Define Success• Define Test Process• Execute Test• Evaluate Results
![Page 15: Understanding intent data raab](https://reader034.vdocuments.site/reader034/viewer/2022050811/58ef9e7a1a28ab67018b456f/html5/thumbnails/15.jpg)
www.raabassociatesinc.com 15
Acquisition TestsNet New Names• Measure list quality• Find near-term metricProspecting• Run trial promotion• Measure cost per response• Consider response qualityDisplay Retargeting• Use intent-based content• Measure results by account• Compare vs control accounts
![Page 16: Understanding intent data raab](https://reader034.vdocuments.site/reader034/viewer/2022050811/58ef9e7a1a28ab67018b456f/html5/thumbnails/16.jpg)
www.raabassociatesinc.com 16
Nurture TestsLead Scoring• Compare scores with and without
intent data• Use intent-based scores to change
treatment of test group• Compare test vs control resultsPersonalization• Send intent-based content to test
group• Send standard content to control• Compare test vs control results
![Page 17: Understanding intent data raab](https://reader034.vdocuments.site/reader034/viewer/2022050811/58ef9e7a1a28ab67018b456f/html5/thumbnails/17.jpg)
www.raabassociatesinc.com 17
Other TestsReactivation• Match intent list against inactive leads
and accounts; find names with activity• Promote to test group using intent-
based content• Also promote to random sample• Compare resultsContent creation• Acquire intent category trend data• Identify gaps and create new content• Test performance of new content
against all leads (vs control)
![Page 18: Understanding intent data raab](https://reader034.vdocuments.site/reader034/viewer/2022050811/58ef9e7a1a28ab67018b456f/html5/thumbnails/18.jpg)
www.raabassociatesinc.com 18
Intent Data
… is NOT snake oil… comes in many varieties… has many different uses… needs careful testing… is probably worth the effort (your mileage may vary)
![Page 19: Understanding intent data raab](https://reader034.vdocuments.site/reader034/viewer/2022050811/58ef9e7a1a28ab67018b456f/html5/thumbnails/19.jpg)
www.raabassociatesinc.com 19
Thank YouDavid Raab
Raab Associates Inc.www.raabassociatesinc.com
[email protected] @draab