Intent data
In Journey Optimizer B2B Edition, the Intent Detection model predicts a solution/product of interest with high enough confidence based on a lead’s activity. It also leverages other account co-members’ activities, along with tagged content. The intent of a person can be interpreted as the probability of having interest in a product.
- Levels of intent - Available on known lead, account, and buying group level.
- Types of intent signal - Keywords, product, and solution
The intent data is used in the Intelligent Dashboard, Account details page, Buying group details page, and Person details page.
Prepare your intent mapping data
To activate this feature, create a spreadsheet, such as a Microsoft Excel file, using tabs to define the intent taxonomy. The entire spreadsheet is uploaded as one category that can have multiple products, and each product can have multiple keywords. Use the following definitions for your intent mapping spreadsheet for each category that you want to define:
- Name of the spreadsheet = Category name
- Each tab = your product name
- Each tab includes one column = product keywords (maximum 150)
You can download an Excel file to use as a template for preparing your mapping data. To download the template:
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In the left navigation, choose Administration > Configuration.
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Click Intent Mapping in the intermediate panel.
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Click Create category.
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In the dialog, click the Download file template link.
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Click Cancel.
You can return to upload the prepared file when it is complete.
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Use the template to define your intent mapping data:
- Rename the file to reflect your category name, such as Personalization at scale.
- Rename each tabs according to your product names, such as Journey Optimizer B2B, Marketo Engage, and Experience Manager.
- Add the product keywords for each tab, such as B2B Marketing, Brand Recognition, and Lead Engagement.
Upload a category file
When your spreadsheet is ready, return to the Intent Mapping configuration page and upload the file.
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Click Create category.
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Drag and drop the file into the Upload files dialog, or click Select a file to locate and select the file on your system.
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Click Next.
Pre-processing runs to cluster similar keywords, which improves intent detection and avoids keyword dilution. A pulse notification is displayed as soon as this pre-processing is complete (up to 15 minutes, depending on the data).
The result is displayed in the Intent Mapping page.
Approve or reject the category
Review the category listing and click Approve to activate the keywords for use in the Intelligent Dashboard, Account details page, Buying group details page, and Person details page. Click View all to display the full list for each product, or click Download to review the full list as an Excel file.
If you are not satisfied with the list, you can click Delete to remove the category. You can then make adjustments to your spreadsheet file before starting the upload process again to define that category.
If you add another category and its taxonomy would impact an existing category, a warning appears. Consider this impact when you decide to approve or reject the category. The product-to-keyword mapping should be the same across all categories if the product is used in more than one category.
