Digital Advertising: Intent Data
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Jul 14

How intent data leads to better, more personalized marketing

What is intent data and how can it be used? Data is crucial to the success of your programmatic advertising campaign, as it provides insights around customer desires and habits. Intent data hones in on the signals that indicate a person is in the market for your product. For the automotive industry, Choozle provides targeting for users who have demonstrated intent through make/model searches, car configurations, and dealership quote requests on online automotive sites. This type of targeting can help you reach in-market auto users on some of the top ten automotive sites.


At Choozle, you can leverage data across multiple channels for your digital marketing campaigns: display, mobile, social, and video. This will ensure you are staying in front of these qualified customers wherever they are online. For example, if you are a high-end luxury auto brand you can leverage data to provide an audience segment that favors luxury cars (domestic or European segments) AND the spending capacity to purchase.

Another bonus of intent data is that is can drive seasonal sales. When advertising, timing is everything. You want to advertise to potential customers around the time that they are going to buy your product. For example, around Valentine’s Day, Magnetic data shows that searches for jewelry peak on February 3rd and February 12th. Therefore, marketers should take advantage of this knowledge and focus advertising efforts in this time window.

Analytics is more than one event—it measures a set of events and the journey in a customer experience. Intent Data allows for marketers to interact with the customer, making the advertisement efforts more personalized journey for both.

About The Author

Megan Sullivan-Jenks is director of marketing & communications at Choozle – Easy Digital Advertising®. A self-proclaimed tinkerer, Megan's a problem solver for marketing and advertising strategies and execution. From nonprofits to consumer goods and software, she's an expert at creating online and offline marketing & communications strategies that are engaging and results-driven. Outside of the office, Megan rolls up her sleeves to enjoy all things DIY like sewing and woodworking.