Summary

D&B Intent allows organizations to identify in-market audiences that are displaying early-stage buying signals to increase the timeliness, relevancy and impact of their go-to-market strategy. This guide details how to use an A/B test in Lattice to isolate the impact of a campaign targeting a D&B Intent audience from the various campaigns running across the funnel.

Step 1: Create TAM Segment

Create a segment of accounts that represents your total addressable market (TAM). D&B recommends using fit ratings, industry designations and/or company size information, but you may use whichever attributes are best for you.

Step 2: Create Model

If you are using an A/B test to evaluate intent as a new audience source, configure a “Rate a Segment Based On Specific Rules” model called “Intent AB Test” according to the specifications in the Intent As New Audience Source subsection.

If you are using an A/B test to compare intent-based audiences from different providers, configure a “Rate a Segment Based On Specific Rules” model called “Intent AB Test” according to the specifications in the Comparing Intent Across Providers subsection.

Intent As New Audience Source

Use an A/B test to compare an intent-based audience to an audience without a timing element

by configuring a model according to the following specifications.

1. Assign an A rating to all accounts with “Has Intent is equal to True” for any of your specified

D&B Intent model(s).

2. Assign a B rating to all accounts that do not qualify for another rule.

3. Assign a C rating to all accounts with intent of “Last 12 weeks is equal to True” for any of your specified D&B Intent model(s).

Comparing Intent Across Providers

Use an A/B test to compare intent-based audiences across providers by configuring a model according to the following specifications.

1. Assign an A rating to all accounts with both “Has Intent is equal to True” for any of your specified D&B Intent model(s) and intent from the comparison

2. Assign a B rating to all accounts with “Has Intent is equal to True” for any of your specified

D&B Intent model(s).

3. Assign a C rating to all accounts with intent from the comparison

4. Assign a D rating to all accounts that do not qualify for another rule.

Step 3: Launch Campaigns

Complete the following steps to launch the A/B test.

1. Create a segment called “D&B Intent” for the D&B Intent

• If evaluating intent as a new audience source, use “Intent AB Test Rating is equal to A” as

the segment criteria.

• If comparing intent across providers, use “Intent AB Test Rating is equal to B” as the segment criteria.

2. Create a segment called “Comparison Intent” for the comparison intent

• If evaluating intent as a new audience source, use “Intent AB Test Rating is equal to B” as the segment criteria.

• If comparing intent across providers, use “Intent AB Test Rating is equal to C” as the segment criteria.

3. Create a Lattice campaign named “Campaign A” for the D&B Intent

4. Create a Lattice campaign named “Campaign B” for the Comparison Intent

5. Before launching Campaign A and Campaign B, ensure all other campaign variables are identical. This includes using the:

• Exact same persona.
• Exact same
• Exact same call to action.

6. Launch Campaign A and Campaign B to the display channel of your Specify the following from the launch window when launching:

• Use the “Limit to only” feature to ensure the audience size for each campaign is
• Set the campaigns to launch on a weekly basis for a minimum of four weeks

Step 4: Report Results

Complete the following steps to report results.

1. After a minimum of four weeks, assess the performance of each campaign. D&B recommends using a close-up metric, such as click-through rate (CTR), to evaluate the performance of the audiences in Campaign A and Campaign
2. Share the findings with your D&B contact. This may be done via email or conference