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Understanding Intent Data
May 23, 2016
CRM Evolution
David M. Raab
draab@raabassociatesinc.com
www.raabassociatesinc.com 1
Promise
www.raabassociatesinc.com 2
Reality
www.raabassociatesinc.com 3
Reality
“Third-party intent data often isn’t
conclusive enough to actually be
predictive. It may be helpful to compare
peo...
Intent Data = Snake Oil?
www.raabassociatesinc.com 5
Intent Data Basics
• Sources: page views & ad networks, also: downloads,
Webinars, social posts, site search, registration...
Intent Data Vendors
• Web Sites: IDG, TechTarget, Demandbase, Bombora, MRP,
Madison Logic
• Ad Exchanges: The Big Willow, ...
Under the Hood
Quality Issues
• Coverage
• Timeliness
• Accuracy
• Precision
www.raabassociatesinc.com 8
Under the Hood
Execution Issues
• Data load
• Account vs Person
• Contact details
(email, phone, etc.)
• Identity match
ww...
Applications
Acquisition
• Net new names
• Prospecting
• Display retargeting
www.raabassociatesinc.com 10
Applications
Nurture
• Lead scoring
• Personalization
www.raabassociatesinc.com 11
Applications
Other
• Reactivation
• Content creation
www.raabassociatesinc.com 12
Getting Started
Viability Checks
• Business Terms
• Quantities
• Elements
• Match Rate
• Quality
www.raabassociatesinc.com...
Getting Started
Performance Tests
• Select Application
• Define Success
• Define Test Process
• Execute Test
• Evaluate Re...
Acquisition Tests
Net New Names
• Measure list quality
• Find near-term metric
Prospecting
• Run trial promotion
• Measure...
Nurture Tests
Lead Scoring
• Compare scores with and without
intent data
• Use intent-based scores to change
treatment of ...
Other Tests
Reactivation
• Match intent list against inactive leads
and accounts; find names with activity
• Promote to te...
Intent Data
… is NOT snake oil
… comes in many varieties
… has many different uses
… needs careful testing
… is probably w...
Thank You
David Raab
Raab Associates Inc.
www.raabassociatesinc.com
draab@raabassociatesinc.com
Twitter @draab
www.raabass...
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Understanding intent data raab

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Intent data isn't snake oil and it's not a silver bullet. This presentation explains where it comes from, how you can use it, how to test it, and what to do next.

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Understanding intent data raab

  1. 1. Understanding Intent Data May 23, 2016 CRM Evolution David M. Raab draab@raabassociatesinc.com www.raabassociatesinc.com 1
  2. 2. Promise www.raabassociatesinc.com 2
  3. 3. Reality www.raabassociatesinc.com 3
  4. 4. Reality “Third-party intent data often isn’t conclusive enough to actually be predictive. It may be helpful to compare people with no activity to people with lots of activity, but keep in mind that you’re likely to find a lot of false positives.” - Infer Inc., What’s the Deal with Intent Data? www.raabassociatesinc.com 4
  5. 5. Intent Data = Snake Oil? www.raabassociatesinc.com 5
  6. 6. Intent Data Basics • Sources: page views & ad networks, also: downloads, Webinars, social posts, site search, registrations, reviews, … • 1st Party vs 3rd Party (big difference!) • Anonymous vs Known • Processing Required www.raabassociatesinc.com 6
  7. 7. Intent Data Vendors • Web Sites: IDG, TechTarget, Demandbase, Bombora, MRP, Madison Logic • Ad Exchanges: The Big Willow, Everstring • Predictive: 6Sense, Infer, Leadspace, Lattice Engines, Mintigo,… • B2C: Nielsen eXelate, Oracle DataLogix, Magnetic, Neustar, … www.raabassociatesinc.com 7
  8. 8. Under the Hood Quality Issues • Coverage • Timeliness • Accuracy • Precision www.raabassociatesinc.com 8
  9. 9. Under the Hood Execution Issues • Data load • Account vs Person • Contact details (email, phone, etc.) • Identity match www.raabassociatesinc.com 9
  10. 10. Applications Acquisition • Net new names • Prospecting • Display retargeting www.raabassociatesinc.com 10
  11. 11. Applications Nurture • Lead scoring • Personalization www.raabassociatesinc.com 11
  12. 12. Applications Other • Reactivation • Content creation www.raabassociatesinc.com 12
  13. 13. Getting Started Viability Checks • Business Terms • Quantities • Elements • Match Rate • Quality www.raabassociatesinc.com 13
  14. 14. Getting Started Performance Tests • Select Application • Define Success • Define Test Process • Execute Test • Evaluate Results www.raabassociatesinc.com 14
  15. 15. Acquisition Tests Net New Names • Measure list quality • Find near-term metric Prospecting • Run trial promotion • Measure cost per response • Consider response quality Display Retargeting • Use intent-based content • Measure results by account • Compare vs control accounts www.raabassociatesinc.com 15
  16. 16. Nurture Tests Lead Scoring • Compare scores with and without intent data • Use intent-based scores to change treatment of test group • Compare test vs control results Personalization • Send intent-based content to test group • Send standard content to control • Compare test vs control results www.raabassociatesinc.com 16
  17. 17. Other Tests Reactivation • Match intent list against inactive leads and accounts; find names with activity • Promote to test group using intent- based content • Also promote to random sample • Compare results Content creation • Acquire intent category trend data • Identify gaps and create new content • Test performance of new content against all leads (vs control) www.raabassociatesinc.com 17
  18. 18. Intent Data … is NOT snake oil … comes in many varieties … has many different uses … needs careful testing … is probably worth the effort (your mileage may vary) www.raabassociatesinc.com 18
  19. 19. Thank You David Raab Raab Associates Inc. www.raabassociatesinc.com draab@raabassociatesinc.com Twitter @draab www.raabassociatesinc.com 19

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