The Next Stage of Intent Data - Part 2

In part one of our series we detailed a new and relative novel approach to intent data, behavioral segmentation (read part-1 for greater detail on user behavior segmentation). However, that user-level analysis is not actionable for most marketers because it is too granular; it does not include any company information. For actionable application, we need to tie these users back to their employer without losing any of the characteristics or insights that we derived from their behavior. We need to be able to map all activity back to a user’s respective company, regardless if they viewed articles from different IP addresses and/or different locations (in the office, at home, at a coffee shop, etc.). Aberdeen is the only company that can do this because of the way we gather our user intent data.