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We're diving deep into a topic that has taken the publishing world by storm and is on the agenda at every publishing industry conference - Purchasing Intention Data. Some think of it as the heartbeat of today's data-driven programmatic advertising and lead generation solutions.
So, why is there so much buzz around ‘intent’ data? At its essence, intent data unravels the intricate tapestry of audience or user behaviors, their frequency of engagements, preferred channels, and aligns it with demographics. This alignment allows us to predict, with greater accuracy than ever before, an individual's likelihood to purchase specific products or services pitched by advertisers. Many B2B media publishers and events companies are now presenting this innovative tool to their advertisers, and it's rapidly becoming a cornerstone of audience development strategies.
This episode's special guest is Len Roberto, a name synonymous with product innovation and forward-thinking strategies in the world of data-driven audience development, Len has been at the forefront of the intent data revolution. With a career spanning nearly 30 years working in companies like Informa, Northstar, George Little Mgmt, Canon, Penton, Wicks Business Information, starting out in B2B old school print circulation in 1995 - Len has not only witnessed but actively shaped the transition towards a more predictive and intelligent way of understanding and monetizing audience behavior.
Most recently Len has been employed in the division of Informa Markets known as Qualifi, an intent-data based service. He will go deep on the Qualifi story in this episode.
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