Leveraging data to zero in on the high-intent consumer is on every smart marketer’s radar these days. However, most marketers are overwhelmed by data and unsure of where they should focus their efforts. Here are the seven leading behaviors that represent the most predictive contributors of consumer intent.

1. TOP 7 IDENTIFIERS
OF A HIGH-INTENT
CONSUMER

2. Leveraging data to zero in on the high-intent consumer
is on every smart marketer’s radar these days.
However, most marketers are overwhelmed by data
and unsure of where they should focus their efforts.
Here are the seven leading behaviors that represent
the most predictive contributors of consumer intent.

3. 1
Consumer Journey
Consumer Journey is the journey taken to arrive at the current
consumer event. This is how the consumer got to the event is as
important as the event itself. Consumers request information for
different reasons. Some consumers didn’t even realize that they
were interested in a particular product, but become interested as
they visit related sites and view relevant content.

4. 2
Consumer Engagement
Consumer Engagement is engagement shown by the
consumer throughout his/her entire journey. There are a few
key ways to measure engagement, and Lead Duration—the
amount of time that the consumer spent on the form—is the
primary driver of this category. Additional factors include
cadence—the time between field interactions—and the total
number of field interactions relative to the number presented.

5. 3
In-Market Status
In-Market Status refers to the extent to which the consumer has
repeatedly shown interest in a specific product or service. This
is different from the consumer journey since it concentrates on
the number, timeliness and relevance of other events.

6. 4
Device Characteristics
Device Characteristics are the characteristics of the device
used by the consumer while online. Common device
characteristics that factor into the scores are type of device
(mobile vs. desktop), browser used, device brand, version and
operating system.

7. 5
Consumer Experience
Consumer Experience is the experience that the consumer had
while he/she interacted with a brand online. In many cases,
consumers will react well to a positive experience. For
example, a consumer is more likely to remain engaged if the
web page that he/she is on is easy to use, specific, clear in
content and loads quickly. Jornaya has also found that form
length, number and type of fields, brand presence and content
all play a role in knowing when a consumer is going to buy.

8. 6
Lead Modality
Lead Modality refers to how the lead was generated, usually
delineates web from call center generated leads. The traditional
way to complete a lead form is on the web. However, call center
leads, in which an agent enters information on behalf of the
consumer, are very common. It’s important to understand the
distinction. Web leads show a consumer that is willing to
proactively supply his/her information. Call center leads show
that a consumer is willing to speak with someone on the phone,
which is very important when the primary mode of first contact
with a consumer is a phone call.

9. 7
Competition
Competition is the existence and relevance of other parties
that currently aim to convert this consumer into a customer.
Competition is assessed by estimating how many companies
with similar products or services have received the
consumer’s information. In general, increased competition in
a relatively short amount of time reduces the likelihood that
any single company will close the consumer.

10. (c) 2016 Jornaya, Jornaya.com & Lead Intelligence, Inc. d/b/a Jornaya. All rights reserved.
Jornaya is the consumer journey insight platform that provides marketers, data
analysts, and compliance professionals with the highest-resolution view of the
consumer buying journey. It is the only technology platform that witnesses both
first- and third-party consumer interactions in real time and across devices.
Meeting consumers at these moments of intent enables businesses to shorten the
distance between data, decision, and action. Jornaya seamlessly integrates with
any buyer journey decisioning process or toolkit.
Get started at www.jornaya.com
267.460.7287