The key to best utilizing our new Bombora partnership is first getting a good understanding on what, exactly, we're looking at here. So let's begin by asking two major questions.
Where Does Intent Data Come From?
Ultimately Bombora's data will tell us what products and services companies tracked by Winmo are researching. This intent data is collected through observed online behavior and content consumption. Some of the sources Bombora uses to collect their intent data include:
- Web searches
- Case studies
- Webinars/registrations
- Subscriptions
All of these sources ultimately combine to make up the interest scores you'll see on Winmo.
What Does It All Mean?
The benchmark that we're going to be looking for here will be the interest levels. These will range from Interested, Moderately Interested, Very Interested, and Extremely Interested. The more interest expressed, the greater amount of intent data Bombora was able to collect about that company in the product or service we're focusing on. Here's an example:
I ran a search for advertisers Extremely Interested in AdTech. Of the 60 results I found one was the Atlanta Falcons. That means that Bombora was able to observe a great deal of specific AdTech interest through online behaviors and consumption that can be traced back to the Falcons.