Forrester Technology Adoption Profile
This Technology Adoption Profile (TAP), commissioned research conducted by Forrester Consulting, explores the value of intent data, how and why intent data is underutilized, and how to deliver meaningful and relevant messages using intent data.
Intent Data Can Sharpen Your Competitive Edge
Key insights from the study included:
- 64% of respondents believe they need better data for prospecting
- 78% of survey respondents believe using intent data improves the relevancy of ads
- 64% believe that by combining site-level data and search behaviors, marketers have a greater ability to reach audiences across the consumer funnel
- 54% are unable to integrate intent data into targeting technology