Buying Intent, also known as Purchasing Intent, is the degree of willingness and inclination of consumers to buy a product or service within a certain period of time. To evaluate buying intent, marketers use predictive modeling to help identify the likelihood of future results based on previously obtained data. In general, the modeling uses an essential set of variables that include factors like demographics, activity on the website, former purchases, reaction to marketing messages, etc.
Intent data relates to the browsing activity of a person whose interests can be obtained through recent online behavior-based activities. Buyer intent data includes online research of actual buyers’ journeys and defines a purchase intent signal from the noise of normal activity. As a result, it creates the most precise way to predict who’s in the market for your product. Companies apply intent data to enhance the performance of account-based marketing, targeted advertising, content marketing and more.