When it comes to driving successful marketing campaigns, choosing the right intent data provider is crucial. The insights and information provided by these providers can make a significant impact on your marketing efforts. However, with so many options available in the market, selecting the best provider for your specific needs can be a daunting task. In this expert guide, we will explore the key factors to consider when choosing an intent data provider and provide valuable insights to help you make an informed decision.
Why intent data matters
Intent data is like a compass in the digital marketplace, pointing your marketing strategies toward potential customers who are actively looking for what you have to offer. It captures insight-giving online behaviors, including search queries, page visits, and content engagement, which can be used in crafting highly personalized marketing campaigns.
A couple of the biggest reasons to take advantage of intent data are:
- It guides you to the best customers: It helps pinpoint potential customers who are in search of solutions that your offerings can fulfill.
- Intent improves engagement: By understanding and reacting to prospective customers' intent data, you can tailor a data-driven marketing strategy and significantly increase the chances of converting them.
Key considerations when choosing an intent data provider
Choosing the right intent data provider involves a careful evaluation of several key factors that can impact the success of your marketing efforts. Here’s some factors you should consider to ensure that the data you receive is not only extensive but also accurate and actionable. If you're interested in how Anteriad stacks up, take a look at this comparison guide.
- Data accuracy: The provider must be able to guarantee the reliability of their data. Having outdated intent data won’t be very helpful, so ensuring they can provide accurate up-to-date information is key.
- Data coverage: A provider who can give you a wide-ranging dataset across multiple channels can help better target potential customers. If you have
- Scalability: The ability to scale services as your business grows is essential. Even if your current strategy isn’t ready to branch out just yet, it can be beneficial to work with a data provider that can scale the intent data you need and can run larger multichannel campaigns to use the data to reach your audience.
- Reputation and reliability: A reputable provider is likely to offer quality services that you can rely on. Look to third-party reviews from analysts and certification organizations. We recommend looking into data providers who have certifications like Neutronian, SOC2, ICO, Privacy Shield, and OneTrust.
Evaluating data sources and quality
The quality of intent data is crucial for its effectiveness in marketing strategies. It's important to assess the sources of the data and the methods used to gather and verify it to ensure you're receiving the best possible information.
- Consider data sources: Intent data can come from first, second and third-party sources. Look for a provider who can give you access to a mix of these data sources so you can get a deep understanding of your potential customers’ intent. By using a mix of sources you can get a full picture of a prospects interests and needs.
- Data hygiene: Check that the provider regularly cleanses their data sets to maintain accuracy. Ask how often they update and clean their data. Intent data is more accurate if it is recent. Work with a data provider who has a clear data hygiene process to ensure your data is always up-to-date.
- Transparency: Choose providers who are open about their data collection and validation practices. This helps in verifying the reliability and relevance of the data.
Integration capabilities
The integration of intent data with your existing marketing systems should be smooth and hassle-free. This is essential for leveraging the full potential of intent data to streamline operations and enhance campaign outcomes.
- Compatibility with existing tools: The provider’s data should effortlessly integrate with your marketing platforms. Keep in mind that any marketing automations, CRM, data management, demand-side platform (DSP), display advertising, and retargeting campaigns will need access to your intent data.
Starting your search for an intent data provider
As you begin your search for an intent data provider, staying updated with the latest strategies and advancements in technology is crucial. This proactive approach helps in selecting a provider that not only meets current needs but also anticipates future trends.
- Stay up-to-date on strategy: Providers should continuously update their offerings to reflect the latest in artificial intelligence, machine learning, and data analytics.
- Regulatory compliance: It’s vital that your provider adheres to the latest privacy regulations to ensure that your marketing tactics are both effective and legal. Ask potential providers about their data privacy strategies. Finding a provider who follows regulations like GDPR sets a strong foundation for your data strategy.
- Proactive innovation: Opt for a provider who innovates proactively, keeping your marketing efforts on the cutting edge. Asking a provider how they recommend you put intent data to work to get the best results can help you get an idea of how seriously they take innovation. If you can work with a data provider who also offers managed services, they can help you put the data in action to stay ahead of your competition.
By following this guide, you can confidently start your intent data provider search and find a data partner that best aligns with your marketing goals to help you achieve significant business growth.
