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The digital marketing glossary > I > What is Intent data definition?

What is Intent data definition ?

Intent data are data collected about a web user and possibly indicating some intent or future action. The future action may be an online action - order a product on an e-retail site - or offline - house moving or a travel for instance.

An intent data may be:
- a particular page visit
- a tool usage (simulator, configurator, store locator)
- a search query
- a content downloading
- a viewed video
- etc.

Intent data are compiled via cookie and used to profile and segment users within more or less precise intent categories - car buyer, SUV car buyer, Used SUV car buyer.

Intent data freshness is very important as it impacts the likelihood the action has already be done.

For more details about how intent data are used, see intent-based advertising.

Published on Sunday 24 March 2013 (Authors)