US EditionFrom noise to revenue: What intent data is really telling you
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From noise to revenue: What intent data is really telling you
This article was originally published in 2017 and was last updated on June 28, 2025. Tension: Marketers want to reach real buyers—but still rely on shallow engagement signals instead of real purchase intent. Noise: Legacy metrics like pageviews and display impressions distort how brands measure interest and allocate budget. Direct Message: In today’s market, technology isn’t just the product—it’s the proof. The content that drives revenue is th…
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