AudienceProject’s Intent Segments are based on a unique combination of survey data and behavioural analysis. Thousands of panelists are continuously interviewed in an ongoing omnibus 365 days a year. The resulting intent-panel is then used in combination with AudienceProject’s proprietary machine learning algorithms to identify exactly how the behavioural patterns of the intent panelists differ from the non-intent panelists. Once distinct behavioural patterns have been identified, a control group of real panelists are used to verify the affinity of each segment. In other words, AudienceProject’s Intent Segments are based on online behaviour of real people, who have expressed intent of a purchase in a survey.
Always new seed data
An ongoing survey approach ensures that AudienceProject continuously is able to observe and adjust the segments to match changes in any audience’s attitude and behaviour.
The omnibus approach of AudienceProject’s Intent Segments also takes the duration of the purchase decision process into consideration.
The survey data used for the segments, will not be older than the assessed timeframe for the purchase decision process around the product. Hence, the seed data constituting the basis for the predictions are based on people who are actually in the market for the product within the stated timeframe.
Predictions – Not retargeting
It is important to bear in mind that AudienceProject’s Intent Segments not are based on the typical retargeting approach.
The segments are based on a complex set of behavioural traits and predictions that ensures that members of an intent segment are users that exhibit the same overall behaviour as users who have stated an intent to purchase a particular product or service. Hence, we are beyond the typical re-invite issue, where users are haunted by one particular product ever since they took a glance at it or purchased it.
AudienceProject delivers real ‘future’ intent. Not past intent.