In digital contexts, intent data has been making waves. By enhancing consumer interactions from the period of initial curiosity through account conversion. Data-driven observations of consumer behavior have hinged mainly on insights drawn from first-party data for the better part of a decade, i.e. insights into what actions prospects take on a website, directly.
Whilst this strategy has many benefits—driving account growth and capitalizing on inbound leads—the buyer journey decision-making process often begins much before a prospect visits a company’s website.