Intent decays.
The usefulness of a demand signal can change over time. A timely observation and a historical record may call for very different actions.
- 01Signal occurs↓
- 02Potential high-relevance window↓
- 03Declining relevance↓
- 04Historical behavior
There is no universal decay rate.
The useful window depends on industry, purchase cycle, signal type, product, price, and consumer journey. Some needs resolve quickly; others involve months of planning or repeated research.
Observation time and delivery time differ.
Ask when the activity occurred and when the data became available. A recently delivered record is not necessarily a recently observed signal.
Refresh the relevance window.
Review whether indicators remain appropriate, incorporate new context, and remove expired or suppressed records. Test timing assumptions against your own outcomes.
Apply this to your acquisition system.
Continue exploring
Demand changes. Your audience should too.
An ongoing intelligence capability can refresh audiences and territories as available signals and market conditions change.
Explore Demand Monitoring →Signal LibraryUnderstand the signals behind demand.
A signal indicates potential commercial relevance—not certainty that an individual will purchase.
Explore Signal Library →Signal RecencyYesterday’s intent is not always today’s demand.
Commercial relevance changes over time. A useful recency strategy reflects the buying cycle and the action the team intends to take.
Explore Signal Recency →Your market. An informed next move.
Define your offer, geography, available data, and intended channels. We’ll scope the intelligence and activation options for your program.
Build My Demand Intelligence Plan ↗Signals indicate potential commercial relevance—not certainty that an individual will purchase. Coverage, permitted destinations, and refresh availability vary by program.