Marketers Value Intent Data, but Struggle with Application

Intent data can help marketers understand and target consumers appropriately during the path to purchase. In a February 2015 Forrester Consulting study commissioned by Magnetic, nearly eight in 10 senior-level marketers in the US and Western Europe agreed that using intent data for targeting created value, and 67% said that using intent data for prospecting and retention would give them an advantage over the competition.

Publication: 
eMarketer
Author: 
eMarketer
Document Type: 
Research
Paywall: 
Free

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