The Outlook on Intent Data

How are marketers using what they know about intent data to optimize their strategy in the year ahead?

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Things are looking up.

An inside job. 

Deriving actionable insights from intent data is proving less of a problem for marketers compared to responses from last year, with only 28% reporting it as a top challenge.

82% of marketers say the effectiveness of intent data has increased the past year. 

44% of marketers report keeping intent data implementation and utilization in-house.

Some highlights from the research: