Intent Data Can Sharpen Your Competitive Edge
Using intent data for customer acquisition and retention is important for marketers, but data challenges hold marketers back from utilizing the full potential of intent data. Winning the attention of new customers is only getting harder as media exposures proliferate and users become further desensitized to advertising.1 Delivering meaningful and relevant messages to valuable prospects is one way to ensure that advertising makes an impact, and intent data can enhance digital advertising efforts when used appropriately for prospecting and retention strategies. In January 2015, Magnetic commissioned Forrester Consulting to conduct research on the benefits of utilizing data and adopting intent-driven advertising solutions for prospecting and retention. The research included a study of Forrester’s existing data resources and a custom survey with 130 marketing professionals from firms with revenues at $10 million or greater in the US, the UK, France, and Germany.