Report: Only 28% of Marketers Have an Intent Data Strategy in Place

Intent Data refers to information that indicates a web user has an intention of making a specific purchase. More marketers are turning to intent data to gain additional insight into the potential actions web users might take based on information about their digital behavior. However, new research shows that not all marketers have strategies in place to gain a definitive competitive advantage using intent data.

Ascend2 recently published the “Using Intent Data” report, and statistics showed that just 28% of marketers say they have an intent data strategy in place and it is measurable. About 23% intend to create a strategy within the next 12 months, and only 18% are in the process of rolling out a strategy. Approximately 16% said they have no plans to use intent data.

According to the report, “using intent data enables marketers to not only identify who to target with specific campaigns and when, but also allows marketing teams to better align strategy and goals with their sales and business development counterparts.”

So far, the majority of marketers (65%) claim that they have been at least “somewhat successful” in terms of achieving their goals associated with intent data. This suggests that more marketers may want to look into this area to reap the potential benefits.

The Advantages of Location-based Data and Marketing

Not all marketers are utilizing intent data, but many of them are turning to location-based marketing (LBM) with this type of data instead, according to previous research.

The LBMA conducted its “Global Location Trends Report,” and data indicated that most marketers (more than 40%) believe that the ability to target is the most beneficial feature of location-based marketing. Other notable advantages include the ability to drive sales at the point-of-sale and meaningful personalization.

On average, approximately 52% of marketing budgets are now going toward LBM globally, according to the report.