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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.

Veröffentlicht in: Marketing
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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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