Data Solutions FAQs

WHAT KIND OF INTENT SIGNALS DO YOU MONITOR?

We get our True Influence Intent Signals from many sources including web pages visited, search, impressions, email, and webcast registrations. We then process these to make it easier for our customers to find out who the contacts in the companies are, what their interests are, what their needs are, and how they want to engage. Signal data is also derived from the content your prospects consume such as blogs and online publications read, videos watched, and the like.

ARE THESE ACTUAL CONTACTS THAT GENERATE THE SIGNALS?

We work with anonymous data. We know the location of where the signal has come from based on the city, state, and domain. Since we know the location of the signal, the spike level, and the topics around the web behavior, we can infer that a contact at that location with the appropriate job level and function would be a good place for you to engage.

HOW DO I KNOW WHAT TOPICS ARE TRENDING ACROSS INDUSTRIES?

The Topic Insights report shows you which topics are spiking in specific industries. This allows you to determine a fact-based strategy of how to tag your content (white papers, blogs, videos, etc.) to generate a higher lift engagement from emails sent via a marketing automation platform, or content within programmatic display.

IS THERE A REPORT THAT SHOWS WHAT TYPE OF WEB INTERACTION(S) (EMAILS OPEN, WEB CAST REGISTRATIONS, ETC.) CONTRIBUTED TO THE CHANGE IN ACTIVITY AROUND TOPICS?

We do not have any reports that show the specific web interactions that contributed to the change in activity level. We only compile the topic, domain and location, and we measure that against the six-month baseline for trend analysis.

WHAT IS THE RELEVANCE ENGINE?

The Relevance Engine supports the True Influence Marketing Cloud by identifying meaningful spikes in interest in a given topic or product category, supporting both account-based marketing and marketing automation outreach campaigns, among other uses. Learn more about the technology behind the Relevance Engine.

Our Data

WHERE DOES TRUE INFLUENCE GET ITS DATA?

We access and measure millions of B2B intent data points across the global web each day including, cookie data, bidstream data and our own data. This data is then organized into 7,000+ topics that are critical to B2B purchase decisions. The True Influence Marketing Cloud’s exclusive Relevance Engine™ analyzes the global web data using AI, machine learning, and natural language processing to find intent trends. Then, the True Influence Marketing Cloud identifies individuals, buying groups and demand units who are actively researching your solutions.

WHAT KIND OF DATA MAKES UP THE TRUE INFLUENCE MARKETING CLOUD?

Intent signals, technology installs, and contacts are the three components that make up the database that fuels the True Influence Marketing Cloud. We compile data from the global web and verify the data. Then we produce correlated, consumable data to fuel digital marketing strategies around named account lists, display ads, marketing automation, and analytics.

HOW OFTEN DO YOU UPDATE INTENT SIGNALS?

We are compiling intent signals each day. We match these intent signals to both company domains and to individual contact records that we update on a weekly basis.

WHAT DOES THE WORKFLOW OF DATA LOOK LIKE?

We source data from the world-wide web in a raw file format. The behavioral data is computed based on topic-activity-level spikes at company locations and/or individuals.

WHAT IS THE DIFFERENCE BETWEEN THE TRUE INFLUENCE MARKETING CLOUD AND PREDICTIVE ANALYTICS? DON'T BOTH USE INTENT DATA?

The True Influence Marketing Cloud is based on individual behavior on the world-wide web. Predictive analytics is based on an algorithm.

Security and Compliance

LEARN ABOUT OUR PRIVACY POLICY.
WHAT TYPE OF DATA SECURITY DOES THE TRUE INFLUENCE MARKETING CLOUD OFFER?

The True Influence Marketing Cloud is housed in the AWS data center, and the data is secured through AWS protocols. Learn more about AWS privacy policies.

Support

HOW DO I SUBMIT FEATURE REQUESTS OR AN IDEA TO IMPROVE THE TRUE INFLUENCE MARKETING CLOUD?

We are always looking to improve The True Influence Marketing Cloud, and one of our best resources is input from our customers and prospects. You can send your suggestion to your customer success manager, sales rep, or customer success center, and we will enter your request into our development queue for future product releases.

Topics and Categories

CAN YOU EXPLAIN YOUR TOPIC DICTIONARY?

For every signal we monitor, we’re listening for 7,000+ granular B2B topics. We will assign up to 10 of the 7,000+ topics to every signal, and then we rank the relevance of each topic to each signal.

So, for example, we might monitor a user reading a given whitepaper, and decide that the paper is mostly about data security, but also tangentially related to cloud computing, risk management, and firewall management. We call this organizational algorithm the “Relevance Engine.” It allows us to match a company to contacts who are more likely interested in these topics, allowing you to better target email or display ads. The True Influence Marketing Cloud identifies a person browsing a topic on the internet, the company they work for, and where they are located.

WHAT IF THE TRUE INFLUENCE MARKETING CLOUD DOESN'T HAVE THE TOPIC IN THE TOPIC DICTIONARY MY ORGANIZATION USES TO TAG OUR CONTENT?

We are always looking for opportunities to grow our topic dictionary to better meet our customers’ needs. If you have a targeted topic that is not listed in our dictionary, please submit a request to us and we will add it for you.

Working Intent Data into Your Marketing Strategy

HOW DO I MEASURE SUCCESS?

You can measure the True Influence Marketing Cloud’s impact on your marketing strategy in at least three ways:

  • Engagement (email opens and clicks, marketing asset downloads, inside sales conversions, display advertising results, etc.)
  • Sales opportunities
  • Business intelligence to fuel new product development, content consumption strategies, or persona marketing efforts
CAN THE TRUE INFLUENCE MARKETING CLOUD SEND EMAILS?

No, it can’t send emails. The True Influence Marketing Cloud is a foundational piece to a marketing technology stack. It’s an activation platform, not an execution engine, that can complement many solutions, such as a marketing automation platform, CRM, or predictive analytics.