Why Intent Matters: Shift to the Consumer Journey to Gain a Competitive Edge

Even though it’s possible today to collect hundreds—even thousands—of data points about a consumer in search of a product, it is extraordinarily difficult to connect those points into a real picture of who the consumer is, where she’s been and what she’s really looking for. But, when you see these disparate events associated with the same consumer, linked over a period of time and in the order in which they happened, you gain the highest resolution view into that consumer’s journey.

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