While the use of intent data has become an established tool within B2B circles, retailers are slowly realizing they can leverage it to create targeted, highly relevant customer experiences throughout the shopper journey.

In the retail world, intent data can refer to information collected about a person’s shopping activity, with the added context of their behavioral patterns throughout the journey, collected with the goal of using that data to better predict purchase intent.

To read the rest of this article, please navigate to Retail TouchPoints.