Understanding Intent Data’s Impact on Business

Understanding Intent Data’s Impact on Business

Algorithms that predict purchases are very powerful. To know where your customers are going next, you need to predict what they might be thinking. The intelligence gathered to deliver these insights is called intent and intent data. Intent data is changing the way marketers do business. For those that don’t know, intent data refers to information about what a user is searching for on the internet, as opposed to traditional digital marketing data. This post will explore the different types of intent data to help you stay informed.

If you know what people are looking for, and what they're most interested in, then you can build products to meet their needs and wants. When intent data powers predictive models and algorithms they can predict future business outcomes. They can also boost conversion rates and increase the average value of a sale. The first step in leveraging intent data is to understand what it is and how it works.

To start with the basics, here is a list of the different types of intent data to help you become more familiar with the areas of online behavior this data illustrates.

The Types of Intent Data:

Navigational: When the user is looking for a specific result. 
Navigational intent data is a type of intent data where the user has an explicit goal in mind. For example, they want to find a nearby pizza place, so they search for the "best pizza near me”.

Informational: When the user is seeking information and education about a topic.
Informational intent data is where the user is looking for information. This can be done through the keyword or the query. An example would be when someone searches for a particular dish or restaurant on Yelp or Google Maps.

Transactional: When the user is ready to buy or make a purchase decision.
Transactional intent is the strongest indicator of a user's desire to buy. It’s one thing to know that a user is interested in your product; it’s another to know that they are ready and willing to buy.


Getting access to both anonymous and voluntary data both have different benefits and the collection of this data enables both targeted lead follow-up and predictive lead scoring. To help sort through the data, you'll need an AI system to help you. You can use machine learning and natural language processing to organize and analyze data quickly, and if you don’t already use an Insight Engine or Enterprise Search system, you’ll be making a huge upgrade in that area as well.

Using Voluntary Web Forms

Voluntary intent data capture forms collect information from new leads about what their needs and goals are. These forms allow you to gather as much information about your clients and prospects as possible, which makes it easier for you to serve them better.

One-way voluntary intent data is collected is through offering high-quality content like online guides, whitepaper, reports for download in exchange for data. Voluntary intent data is one of the most valuable kinds of data to have for a business because it helps get sales.

Data is the lifeblood of any business. Whether it's market research or advertising data, it's critical for your business to know as much as possible about its customers. AI systems can learn from the information you give them and sort through data to find trends and patterns that humans may never see. It's important to have a system in place to track all of your data collection through both voluntary and anonymous collection methods. You'll want an Insight Engine or Enterprise Search product to help track each prospect and customer throughout their buying journey.

To learn some new ways to accomplish this, please read our next piece, Getting the Most Out of Your Intent Data- 3 Things to do Right Now!

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