In very simplistic terms, an insight is a set of deep and highly strategic knowledge derived from data analysis . By nature, insights are hidden behind data and are not accessible before organized analysis.
In this sense, we are going to focus on the challenge that businesses have in understanding market behavior, including prospects and customers, products and services. The objective is to identify critical areas that allow for viable solutions to be proposed by transforming data into insights and making projections based on reliable information. The first step is to obtain data and analyze it before converting it into the key to intention-based marketing campaigns.
Knowing where prospects and customers are in the sales funnel makes it easier to achieve their conversion by sending the right messages at the most convenient time. In general, the type of data a company should collect before defining intent-based marketing includes the topic of particular interest, the context in which the target audience moves, how much interest they have shown in the company's product or service and the reason for their visit, for example, to the website.
But is quantitative data enough? The answer is NO . Because what good does it do to know that 30% of potential customers abandon the sales funnel if you don't know why they do so?
