Investing in third-party intent data gives you accurate, actionable, and targeted insights to fuel your marketing efforts. And while that sounds great in theory, you might wonder whether or not you’ll really see a return on your investment.

It’s not as if you’re at a loss for data. We have more first-party customer data at our fingertips than ever before. The problem is that so many opportunities fall through the cracks in spite of your abundance of first-party data.

Third-party intent data fills in the gaps of your first-party data to give you everything you need to close deals. But how?

Believe it or not, a data visualization of Disney film dialogue might be able to add a bit of clarity.

Data Visualization for Gender Inequality in Disney Films

In the wake of the #MeToo Movement, data analysts started to look more closely at how sexism plays out in the film world. Even if you think of Disney as a wholesome family brand, it probably comes as no surprise that the company isn’t immune to the issue of sexism.

But this particular data visualization from The Pudding might catch you off guard. With so many movies centered on princesses as lead characters, it’s crazy to see just how much male dialogue dominates the studio.

Even a modern Disney movie like Frozen—a unique film for the studio in that it focuses on not one but two female leads—still has a minority of female dialogue. Aladdin, Mulan, The Little Mermaid, Pocahontas—all with a minority of female lines.

And when you widen the scope from the 30ish Disney animated features to its larger portfolio, the situation grows bleaker.

The vast majority of films from the Disney studio are dominated by male dialogue. This analysis opens the door for a much deeper discussion about diversity in the movie business. But what does it really say about the screenwriters and directors involved in making these male-dominated movies?

Let’s assume that no one at the Disney studio actively went out of their way to minimize female dialogue in their movies. More likely, this is a deep-seated, subconscious issue that screenwriters, producers, and directors never gave a second thought. And this is where we can learn something about leveraging intent data.

Understanding Subtle Buyer Behavior with Intent Data

Personalizing your marketing efforts and improving the way you target potential buyers can’t happen with surface-level data. You spend so much time tracking KPIs for buyer behavior in your first-party channels—email open rates, content downloads, time spent on sales calls, etc.

These KPIs are all critical to your success. But they don’t tell the whole story. There are subtle buyer behaviors that won’t come through in first-party statistics. For instance, just because a prospect downloads a few pieces of content doesn’t mean they should be qualified for sales. And just because you have an abundance of first-party data doesn’t mean you have a complete picture of total active demand.

Third-party intent data provides insights into buyer behavior outside of your owned properties. That means understanding whether or not an account is in-market for your products, how prospects are interacting with your competitors, and where prospects are on the buyer’s journey in real time.

Having both first-party and third-party data gives you all of the insights necessary to uncover the subtle behaviors that could make or break a deal. And being able to visualize those behaviors by analyzing intent data with machine learning helps you recognize the most actionable insights.

Much like the Disney film dialogue data visualization shows the subtle existence of gender inequality, intent data visualizations reveal insights that make your marketing activities stand out against competitors.