This document discusses understanding consumer intent to create better digital advertising and experiences. It explains that intent is the largest marketing variable and shapes consumer interactions. Understanding intent allows creating relevant, personalized experiences. The document outlines how Planalytics uses data analysis to understand intent through identifying trends, audiences, and consumer journeys. It also describes an intent feedback loop of continuous analytics to optimize campaigns through audience segmentation, media valuation, measuring success, and quantitative testing. The goal is to leverage intent insights to improve brand engagement and drive performance.