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Report argues location data is key to better mobile programmatic outcomes

…according to a new report (registration required) from Simpli.fi. Mobile-location data reveals user behavior, brand preferences and purchase intent. When combined with programmatic buying, these signals can yield better performance and insights at scale, the report found. Though more than 75…

The new age of ‘customer’ data

…a narrow focus on a specific subgroup. For CDPs, it’s brands’ existing customers. For DMPs and DSPs, it’s prospective customers, based on online intent data gathered from cookies. All of these platforms almost exclusively cater to consumer brands. I believe that in the maturing era of Big Data,…


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Intent is ROI’s hottest up-and-coming power source

…Cunningham and Matt Senatore on purchase intent monitoring, and it helped simplify and synthesize some of the use cases and benefits. (Disclosure: my company, TechTarget, is a provider of purchase intent insights for enterprise technology vendors.) Purchase intent is not new; we’re all already using…

Using intent data for B2B pipeline acceleration

…funnel, behavioral data — “purchase intent” — can be leveraged during the opportunity-management process — within the pipeline — to accelerate deals without adding substantial marketing expense. Once marketing gains access to high-quality purchase intent data at scale, ROI grows as the team…

PullString now allows marketers to choose their intent engine

…third-party intent engines. An intent engine takes “unstructured input and then [maps] it to known intent” from data supplied by the marketer, co-founder and CTO Martin Reddy told me. He added that, to his knowledge, no other bot platform allows a user to select the intent engine from several…

3 ways intent data is getting better for B2B marketers

…valuable insights to get a clear picture into the real intent of our audiences. Here are just three ways this improved technology will change the way B2B marketers interact with prospects and customers. 1. Insight into the first sign of intent Until recently, a large portion of the buyer’s journey…

How to drive real, measurable value with purchase intent analysis

…buying stage? When layering in segments to your purchase intent analysis, you’ll be able to deliver the right message to the right audience at exactly the right time. Purchase intent analysis drives (and measures) value Purchase intent analysis is a statistically modeled approach to assessing…

Bazaarvoice adds ad targeting platform based on consumer intent

…to a retailer [site],” VP of Brand Partnerships Graham Harris said, “we can build a segment for that kind of shopper.” The segment can include intent data from visits by that consumer across multiple sites in the Bazaarvoice network, he said, showing that she might be interested in several types…

Preparing for GDPR: How to signal your intent to comply

As the May 2018 deadline for the General Data Protection Regulation (GDPR) inches into view, many US companies — multinationals, in particular — are taking steps to make sure that they are in compliance with the legislation’s requirements and limitations. But how do customers, partners and investors…

Bombora gives marketers self-service access to its B2B surge intent data

…Bombora provides intent data about visits to 3,000 specialized business sites participating in its data co-op, whose members share their visitor data in order to learn more about who comes to their sites. While a firm like Demandbase is also known for providing B2B intent data, it’s focused…

Ad tech firm Dstillery enters B2B arena with intent data from Bombora

…using Bombora’s data “Bombora sends us audiences,” Hills told me. “We mount [ad] campaigns, optimizing the campaigns using similar intent data.” Dstillery’s additional intent data, Hills said, differs from Bombora’s because it is less granular and less frequently obtained. Ads are delivered based on…

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