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Marketers can utilize intent data to connect multiple aspects of a user’s online activity to acquire a better understanding of the relationship between intentions, topic searches, and purchases.

Traditional forms of profile and behavioral data cannot provide you with the same level of insight as this category of data. Intent data is an attempt to link the topics that a user searches and engages with to the context of their problem. Off-site publishers and search engines, as well as on-site activities, are used to collect data.

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