Intent in short
Intent is shown when a company exhibits an increased level of research activity or content consumption compared to its historical baseline. Companies 'surging' on certain topics are strong indicators of purchase intent or interest in certain products or services.
What intent is based on
Our intent data is not based on keywords captured from online content. Through deep learning and natural language processing models, topics are assigned to content pieces online. That’s why an intent topic describes the nature of the online content that a person consumes, which makes it so much more powerful in its accuracy and coverage in comparison to other tools on the market.
Examples of online content that is monitored are case studies, articles, webinars, infographics, white papers, registrations, searches and more.
Here are a few facts on the coverage of our Intent data:
More than 3.2 million businesses are monitored
More than 2.7 billion events are captured
More than 10,000 topics are available for monitoring
Where it’s collected
The data is collected by Bombora, and based on a proprietary data co-operative of 5,000+ B2B websites of publishers, marketers, agencies, technology providers, research and event firms. Examples are Bloomberg, Business Insider, Forbes, The Wall Street Journal, and many more.
When it’s updated
Every Tuesday, we add the latest intent data for companies in our database to the platform. When that happens, all dashboards and lists are updated automatically.
Surge score explained
The Surge score is a value from 60 to 100. The higher the score, the more interest has been shown within the company for a particular topic.
It compares the company’s consumption of a topic from the past week with the past 12 weeks to see if it has increased. If it has increased significantly, its Surge score will be 60 or higher.
The following points are taken into consideration when the Surge score is calculated:
# of topic events – The number of interactions between a business and a topic
# of unique users – The number of people researching a topic from a business
Topic relevancy weight – The relevancy of the content to the topic (i.e. is the topic the focus or simply mentioned)
Content engagement – The depth of engagement of the interaction including scroll velocity, scroll depth, dwell time, and time between scrolls