---
title: 2.1 Intent Data
slug: docs/21-intent-data
docTags: 
createdAt: 2025-09-01T13:03:59.965Z
---

The **Intent Detection model** in Adobe Journey Optimizer (B2B Edition) predicts a lead’s product or solution interest with high confidence based on their activity. This model also considers the engagement of other account members and tagged content interactions. A person’s intent is quantified as the probability of interest in a specific product.

### Levels of Intent

Intent can be analyzed at three levels:

- **Individual (Lead) Level**
- **Account Level**
- **Buying Group Level**

### Types of Intent Signals

Intent is determined using the following signal types:

- **Keywords** — Specific terms associated with user interactions.
- **Product Interest** — Engagement with content related to a particular product.
- **Solution Interest** — Broader engagement with content related to a category of solutions.

![](https://miro.medium.com/v2/resize\:fit:1400/0*D_NlxNVxNo_1fRZ_)

## 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)

These keywords are then used for content tagging and intent detection.

### Keyword Structuring for Intent Detection

The intent model follows a hierarchical structure:

- **Each product can be associated with up to 20 keywords.**
- **Each category can contain up to 20 products.**
- **A maximum of 20 categories can be configured.**

This structure is implemented using a simple spreadsheet that Adobe ingests for processing.

![](https://miro.medium.com/v2/resize\:fit:1000/0*BbuaTwMjm_tQU8aL)

You can download an Excel file to use as a template for preparing your mapping data. To download the template and to proceed with the rest of the process of uploading and approving the Intent data under the Admin section of AJO B2B Edition, please follow the process at the location below: [https://experienceleague.adobe.com/en/docs/journey-optimizer-b2b/user/admin/intent-data](https://experienceleague.adobe.com/en/docs/journey-optimizer-b2b/user/admin/intent-data)  

Post this, the intent data is now available alongside other set of filters, or conditions (like Person attributes, Special filters) to be used under buying group role conditions, which helps in determining the members assigned to the role, during <u>template role </u>creation.

Now this aids in strengthening the Buying Group with a higher confidence on a Account campaign conversion.

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