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Understanding Intent DataMay 23, 2016CRM EvolutionDavid M. Raab
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Promise
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Reality
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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?
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Intent Data = Snake Oil?
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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
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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, …
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Under the Hood
Quality Issues• Coverage• Timeliness• Accuracy• Precision
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Under the Hood
Execution Issues• Data load• Account vs Person• Contact details
(email, phone, etc.)• Identity match
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Applications
Acquisition• Net new names• Prospecting• Display retargeting
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Applications
Nurture• Lead scoring• Personalization
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Applications
Other• Reactivation• Content creation
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Getting Started
Viability Checks• Business Terms• Quantities• Elements• Match Rate• Quality
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Getting Started
Performance Tests• Select Application• Define Success• Define Test Process• Execute Test• Evaluate Results
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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
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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
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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)
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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)
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Thank YouDavid Raab
Raab Associates Inc.www.raabassociatesinc.com
[email protected] @draab
