Via James Green, Marketing Land

Just a few short years ago, the marketing industry was focused on understanding and leveraging the surplus of digital technologies rapidly being developed to help improve customer retention and acquisition. While marketers have made huge strides since the birth of e-commerce two decades ago, they’re still not utilizing the digital space to its full potential.

Digital analyst Brian Solis found that while 88% of companies report undergoing a digital transformation, only 25% have mapped the digital customer journey and have an understanding of new or under-performing digital touch points. One of the best ways for marketers to use digital to its greatest potential is by garnering insights across the consumer lifecycle.

This insight includes “intent data,” which is defined by first- and third-party data that signals intent to purchase. Site level interactions and search activity are prime examples of intent, which can undoubtedly drive your success rate when used appropriately for prospecting and retention strategies.

Read the rest of the article at Marketing Land