Which of the following is a source of first-party intent data?

• A. Company’s website; CRM; MAP
• B. Social media posts
• C. Third-party websites
• D. Public filings

Answer: (A)

First-party intent data comes from data you collect directly about how people interact with your own properties. When a user visits your website, their actions—pages viewed, time spent, searches, downloads, and form submissions—generate signals about their interests or readiness to buy. Your CRM holds records of prior interactions, purchases, inquiries, and support history that tie activity to identifiable individuals. A marketing automation platform captures and scores engagement across channels, tracking behavior such as email opens, clicks, and content downloads, and often updating lead scores that reflect intent. Since all of these sources are owned and controlled by you and linked to your own users, they’re considered first-party data.

In contrast, data from social media posts, even if public or user-generated, comes from platforms you don’t fully control and isn’t collected within your own systems in the same direct, verifiable way. Third-party websites provide data gathered by others about users across the web, not data you’ve collected on your own properties. Public filings are external records not tied to individuals’ active intent signals on your sites.