Versium to Showcase Automated, Predictive Lead Scoring Solutions at LeadsCon New York

Versium to Showcase Automated, Predictive Lead Scoring Solutions at LeadsCon New York

Redmond, Wash. – August 15, 2016 – Versium, a leading provider of automated predictive lead scoring solutions for marketing agencies and enterprises, today announced it will be exhibiting at LeadCon New York, taking place at the New York Hilton, August 22-24.

Versium will be demonstrating its suite of predictive lead scoring services in booth #212 at the event, which focuses on vertical media, online lead generation and direct response marketing. More than 2,000 attendees, speakers and exhibitors are expected to participate in this year’s conference.

At LeadsCon New York, Versium will be providing demonstrations of its predictive lead scoring solutions, available at Datafinder.com, which automate the underlying machine learning modeling process. The company’s offerings allow marketing professionals, agencies and application providers to build more accurate predictive models for their clients within hours, versus the weeks or months required by large professional service engagements.

Specific demos will include:

  • LifeData® Predictive Lead Score service, a self-service solution that leverages Versium’s proprietary LifeData®, to help marketers quickly build accurate, customized predictive models that identify marketers’ most likely and best customers.
  • Predictive List Builder service which enables marketing professionals to build highly targeted, highly qualified new prospect lists for multichannel campaigns based on projected conversion rates.

To arrange a sales meeting with Versium at LeadsCon New York and learn more about their solutions for enterprise organizations and marketing agencies, please contact sales@versium.com.

About Versium
Versium is a leading provider of automated data technology solutions for marketers. These solutions deliver rich data insights and predictive analytics (in the form of Predictive Scores), which provide actionable data intelligence faster, more accurately and at a fraction of the cost of alternative predictive marketing solutions. Versium’s solutions leverage the company’s extensive LifeData® warehouse, which contains more than 1 trillion consumer and business data attributes sourced through proprietary means. LifeData® contains both online and offline behavioral data including social-graphic details, real-time event-based data, purchase interests, financial information, activities & skills, and demographics. These attributes are matched to an enterprise’s CRM or other internal data sources, and used in machine learning models to create Predictive Scores that improve customer acquisition, retention and cross sell and upsell marketing activities. For more information, please visit www.versium.com, www.datafinder.com or follow us @versiumsocial on Twitter.

Media Contact
Beth Mayer or Sarah Elson
Communiqué PR for Versium
+1 206-282-4923
versium@communiquepr.com

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Versium Announces Major Corporate Milestones and New Hires

Versium Announces Major Corporate Milestones and New Hires

Maker of automated predictive marketing solutions bolsters executive team with new VP of Sales and VP of Engineering, expects to double employee headcount by end of year

Redmond, Wash. – August 17, 2016 – Versium, a leading provider of automated predictive data technology solutions for marketing agencies and enterprises, today announced a number of significant corporate milestones and new leadership hires. In the first half of 2016, Versium achieved triple-digit year-over-year revenue growth, gained major customer traction across a number of key industry verticals, and expects to double its headcount by the end of the year.

“The momentum we’ve seen over the past six months is a testament to our team’s commitment and ability to provide our enterprise and marketing agency customers with easy-to-use, self-service predictive solutions that lower customer acquisition costs and improve marketing efficiencies,” said Chris Matty, co-founder and CEO of Versium. “As companies continue to struggle with how to find actionable intelligence from their data, Versium’s automated predictive models, built using our unique LifeData®, provide powerful insights and significant competitive advantages.”

Versium’s predictive marketing suite of services, available at Datafinder.com, automates the underlying machine learning modeling process, allowing marketing professionals, agencies and application providers to build more accurate predictive models for their clients within hours, versus the weeks or months required by large professional service engagements.

Product & Customer Momentum

In January, Versium launched its LifeData® Predictive Lead Score service, a self-service solution that leverages machine learning and Versium’s proprietary LifeData®, to help marketers quickly build accurate, customized predictive models that identify marketers’ most likely and best customers. In March, the company introduced its Predictive List Builder service which enables marketing professionals to build highly targeted, highly qualified new prospect lists for multichannel campaigns based on projected conversion rates.

Versium has acquired more than 30 new customers, with a focus on insurance, financial and retail sectors. The company has completed a number of integrations with leading CRM and marketing technology platforms, allowing users to leverage automated predictive modeling to produce highly targeted prospect lists from within their existing marketing platforms.

Funding & Executive Appointments

Versium raised $2 million in additional funding in May to bolster development, sales and marketing efforts, and support its growing list of channel partners and direct customers.

The company hired retail veteran Todd Sherman as its new vice president of sales. Sherman has more than 20 years of experience in executive management, sales, marketing and technical roles with both established Fortune 100 companies as well as startup organizations. Sherman was previously the chief marketing officer at Point Inside and headed Amazon’s highly successful “Selling on Amazon” third party retailer program.

Ira Snyder joined the Versium team as vice president of engineering. Snyder previously served as vice president, automotive product development, for UIEvolution (UIE), where he led worldwide product development and the overall roadmap for the company’s growing automotive product organization. Prior to UIE, Ira spent 25 years at Microsoft in various executive leadership positions in advanced technology areas including robotics, analytics, mobile and TabletPC.

Versium has also brought on former Symantec executive vice president and chief technical officer Amit Mital as an advisor. Mital was responsible for developing Symantec’s technology strategy and led a worldwide organization of over 3,000 professionals. Previously, he served at Microsoft for 20 years in several product leadership roles, most recently as corporate vice president, focused on strategic incubation in machine learning and computer vision.

Industry Recognition

In May, Gartner, a leading global independent information technology research and advisory company, selected Versium as a “Cool Vendor” in the 2016 Cool Vendors in Retail report. The report predicts that “the rise of automated, self-service machine learning applications will provide retailers new and scalable ways to leverage their massive amounts of information, thus disintermediating traditional data brokerage services.”

About Versium
Versium is a leading provider of automated data technology solutions for marketers. These solutions deliver rich data insights and predictive analytics (in the form of Predictive Scores), which provide actionable data intelligence faster, more accurately and at a fraction of the cost of alternative predictive marketing solutions. Versium’s solutions leverage the company’s extensive LifeData® warehouse, which contains more than 1 trillion consumer and business data attributes sourced through proprietary means. LifeData® contains both online and offline behavioral data including social-graphic details, real-time event-based data, purchase interests, financial information, activities & skills, and demographics. These attributes are matched to an enterprise’s CRM or other internal data sources, and used in machine learning models to create Predictive Scores that improve customer acquisition, retention and cross sell and upsell marketing activities. For more information, please visit www.versium.com, www.datafinder.com or follow us @versiumsocial on Twitter.

Media Contact
Beth Mayer or Sarah Elson
Communiqué PR for Versium
+1 206-282-4923
versium@communiquepr.com

Gartner Names Versium a “Cool Vendor” in Retail 2016

Vendors Selected for the “Cool Vendor” Report Are Innovative, Impactful and Intriguing

REDMOND, WA–(Marketwired – May 11, 2016) - Versium, a leading data technology company that delivers automated data technology solutions to marketing agencies and enterprises, today announced it has been selected as a “Cool Vendor” in the Cool Vendors in Retail, 2016 report by Gartner, Inc., a leading global independent information technology research and advisory company.

Gartner found that “low-cost, available computing power, together with the abundance of complex unstructured data, is fueling the rise of artificial intelligence solutions that can go beyond the traditional big data analytics.” The report also predicts that “the rise of automated, self-service machine learning applications will provide retailers new and scalable ways to leverage their massive amounts of information, thus disintermediating traditional data brokerage services.”

“We believe that Versium’s inclusion in Gartner’s Retail Cool Vendor report further confirms our mission to help marketers harness the power of big data through automated solutions that reduce the dependency on data science teams,” said Chris Matty, founder and CEO of Versium. “Our automated predictive analytics services are changing the way marketers leverage big data and we’ve only just started to capitalize on the market opportunity.”

Versium’s solution, available at Datafinder.com, automates the underlying machine learning modeling process, allowing marketing professionals, agencies and application providers to build predictive models for their clients within hours versus the weeks or sometimes months required by large professional service engagements. Unlike simplistic “select-based” lists that limit the marketer to a finite set of attributes and rely on human intuition, Versium uses identity mapping technology that allows large volumes of data to be used in predictive models, making the output more reliable and accurate.

Gartner “Cool Vendors in Retail, 2016″ was published on April 28, 2016 by Kelsie Marian, Miriam Burt, Robert Hetu, Joanne Joliet, and Frances Karamouzis.

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

About Versium
Versium is a technology company that delivers automated data technology solutions to marketers. These solutions deliver rich data insights and predictive analytics (in the form of a Predictive Score), which provide actionable data intelligence faster, more accurately and at a fraction of the cost of alternative predictive marketing solutions. Versium’s solutions leverage the company’s extensive LifeData® warehouse, which contains more than 1 Trillion consumer and business data attributes sourced from proprietary means. LifeData® contains both online and offline data such as online behavioral data, social-graphic details, real-time event-based data, purchase interests, financial information, activities & skills, demographics, and much more. These attributes are matched to an enterprise’s CRM or other internal data sources, and used in machine learning models to create Predictive Scores that deliver specific ROI value by improving customer acquisition, retention and cross sell and upsell marketing activities. For more information, please visit www.versium.comwww.datafinder.com or follow us @versiumsocial on Twitter.

CONTACT INFORMATION
Media Contact
Beth Mayer or Sarah Elson
Communique PR for Versium
+1 206-282-4923

Versium Launches Predictive List Builder

Versium Guarantees Improved Conversion Rates With Its New, Automated Predictive List Builder Service

Harnessing the power of predictive analytics and Versium’s LifeData®, marketers can build highly targeted prospect lists for multichannel campaigns based on projected conversion rates

REDMOND, WA – March 15, 2016 – Versium, a leading data technology company that delivers automated data technology solutions to marketing agencies and enterprises, today announced the Predictive List Builder, an extension of Versium’s predictive marketing suite of services. The Predictive List Builder service, available at Datafinder.com, allows marketing professionals to build highly targeted, highly qualified prospect lists for multichannel campaigns based on projected conversion rates from Versium’s predictive, machine learning-based models. The predictive analytic models pinpoint the most likely converters, yielding conversion rate improvements as high as 400 percent.

The performance of the lists that are generated is so strong that Versium guarantees they will outperform other types of marketing lists. Unlike simplistic “select-based” lists that limit marketers to a finite set of attributes and rely largely on human intuition, Versium’s Predictive List Builder service uses powerful, customized predictive models that incorporate data from Versium’s proprietary LifeData® warehouse. LifeData® is comprised of more than 1 trillion consumer and business data attributes sourced from proprietary means.

Versium has been working with a number of enterprise organizations and marketing agencies over the past several months to test the Predictive List Builder service. The conversion rates from lists that leverage Versium’s predictive models (versus those based on traditional, rules-based models) have consistently been stronger, often by 300 to 400 percent, and in some cases as high as 900 percent. For example:

  • One of the top wireless carriers in the country targeting small businesses saw a 400 percent increase in conversion rates after testing Versium’s lists against its traditional method of targeting.
  • An online university using the predictive list builder technology is seeing conversion rates as high as “hand raisers” who fill out lead forms.
  • A national marketing agency realized a 9X increase in conversions for a catalog direct mail campaign based off a list built with Predictive List Builder.

Each prospect list created with Prospect List Builder is highly targeted for the marketer because they are built from customized predictive models using Versium’s predictive marketing suite of services, available at Datafinder.com. The process to build a model and generate a prospect list is fully automated; it applies the latest machine learning techniques and utilizes Versium’s proprietary LifeData® warehouse.

Marketers can choose which contact elements to include in their list such as email addresses, postal addresses, phone numbers or online display ads to support multichannel advertising campaigns. They can also assess the projected conversion rate of their prospect list and compare it to their typical conversion rate before they deploy it in their marketing campaign.

“With the powerful combination of Versium’s LifeData® and our machine-learning predictive models, we guarantee that this service will outperform lists sourced from list brokers or generated from ‘select’ based filters,” said Chris Matty, founder and CEO of Versium. “I say this with confidence because everyone of our customers are telling us the lists they generate from Datafinder.com are driving more responses and, more importantly, more transactions. Our continued focus is to provide our enterprise and marketing agency customers with automated data technology solutions they need to increase conversion rates and improve overall marketing efficiencies.”

Versium’s Prospect Lead Generator service is available at Datafinder.com, the company’s destination site for automated data technology and predictive marketing solutions.

Additional product information for Predictive List Builder available here.

About Versium
Versium is a technology company that delivers automated data technology solutions to marketers. These solutions deliver rich data insights and predictive analytics (in the form of a Predictive Score), which provide actionable data intelligence faster, more accurately and at a fraction of the cost of alternative predictive marketing solutions. Versium’s solutions leverage the company’s extensive LifeData® warehouse, which contains more than 1 Trillion consumer and business data attributes sourced from proprietary means. LifeData® contains both online and offline data such as online behavioral data, social-graphic details, real-time event-based data, purchase interests, financial information, activities & skills, demographics, and much more. These attributes are matched to an enterprise’s CRM or other internal data sources, and used in machine learning models to create Predictive Scores that deliver specific ROI value by improving customer acquisition, retention and cross sell and upsell marketing activities. For more information, please visit www.versium.com, www.datafinder.com or follow us @versiumsocial and @getdatafinder on Twitter.

Media Contact
Beth Mayer or Sarah Elson
Communiqué PR for Versium
+1 206-641-8042
versium@communiquepr.com

Versium Launches First Automated Predictive Lead Score

Versium Launches First Automated Predictive Lead Score Service, That Incorporates Over 1 Trillion LifeData® Consumer and Business Attributes

Automated service builds custom predictive models in hours vs. months, empowering marketers to harness machine learning for customer acquisition, reducing their dependency on data science specialists

Redmond, Wash. – January 27, 2016Versium, a leading data technology company that delivers automated data technology solutions to marketing agencies and enterprises, today announced the LifeData® Predictive Lead Score service. This self-service solution leverages machine learning and Versium’s proprietary LifeData® to help marketers quickly build accurate, customized predictive models, helping them to improve marketing efficiencies and increase conversion rates.

Versium’s service automates the underlying machine learning modeling process, allowing marketing professionals, agencies and application providers to build predictive models for their clients within hours, versus weeks or months, and visualize a marketing campaign’s projected performance. The Predictive Lead Score service is intuitive and easy-to-use, and empowers marketers to build predictive models without requiring data science expertise or experience. Traditional lead score offerings are based on simplistic rules-based models. Versium’s automated Predictive Lead Score service leverages machine learning and big data with the inclusion of thousands of LifeData® attributes.

“Machine learning is an evolutionary step from traditional “rules-based” predictive models. By automating this process, we are providing marketing agencies and enterprises a tremendous competitive advantage in the growing field of predictive marketing.” said Chris Matty, founder and CEO of Versium. “Organizations are drowning in data while starving for actionable data intelligence. Our Predictive Lead Score service addresses this pain by delivering accurate predictive intelligence automatically, much faster and at a fraction of the cost of alternative solutions. Most importantly, customers using our Predictive Lead Score are seeing increased conversion rates as high as 900 percent.”

Versium brings intelligence from real world data into its offerings by utilizing the company’s proprietary LifeData®, which is the market’s most comprehensive aggregation of real-life consumer and business behavioral data. Versium’s LifeData® warehouse contains more than 1 Trillion consumer and business data attributes sourced from commercial and proprietary means, including online behavioral data, social-graphic details, real-time event-based data, purchase interests, financial information, activities and skills, demographics and much more.

Versium’s Application Partners can integrate the service to score a client’s new leads or prospects, as has Seattle-based Vega Performance Marketing, which has integrated the service into its cloud-based LeadScorz™ lead management system. “Our top priority is to help our clients achieve maximum marketing efficiencies through superior campaign execution; Versium has been pivotal in helping us to achieve this by providing actionable intelligence about our clients’ customers and prospects,” said Pat Murphy, CEO “By integrating Versium’s Predictive Lead Score service, we enable our clients to identify a campaign’s most likely converters while eliminating the low performing majority of their lead volume. By prioritizing leads, marketing budgets can be re-allocated to higher-quality sources, which results in improved sales performance, lowered labor costs, and significantly optimized marketing spend.”

Versium’s Datafinder Predictive Lead Score service has three main features:

  • Predictive Model Builder. Marketers can build high quality, predictive models through an automated self-service web interface without the need for any data science expertise.
  • Real-time Lead Scoring. Using Datafinder’s API, leads are scored in real time, empowering organizations to instantly allocate marketing and sales resources to those prospects most likely to convert.
  • Score Prospect Lists. Organizations can easily upload and score their existing prospect lists, enabling them to market to prospects with the highest propensity to purchase their products and services while greatly reducing their marketing expense.

The newly unveiled Predictive Lead Score service is available at https://datafinder.com/products/predictive-lead-score the company’s destination site for automated data technology and predictive marketing solutions.

 

Predictive lead scoring video

Video Located at:

https://youtu.be/xaBiCKe2sn8?list=PLyAQmt2BDwgnzyOCdWAS_9gTav2XURkg3

About Versium

Versium is a technology company that delivers automated data technology solutions to marketers. These solutions deliver rich data insights and predictive analytics (in the form of a Predictive Score), which provide actionable data intelligence faster, more accurately and at a fraction of the cost of alternative predictive marketing solutions.Versium’s solutions leverage the company’s extensive LifeData® warehouse, which contains more than 1 Trillion consumer and business data attributes sourced from proprietary means. LifeData® contains both online and offline data such as online behavioral data, social-graphic details, real-time event-based data, purchase interests, financial information, activities & skills, demographics, and much more. These attributes are matched to an enterprise’s CRM or other internal data sources, and used in machine learning models to create Predictive Scores that deliver specific ROI value by improving customer acquisition, retention and cross sell and upsell marketing activities. For more information, please visit www.versium.com, www.datafinder.com or follow us @versiumsocial on Twitter.

 

 

Media Contact

Richard L. Tso, Beth Mayer and Sarah Elson
Communiqué PR for Versium
+1 206-641-8042
versium@communiquepr.com

 

 

How to use LifeData for Marketing Analytics & Predictive Marketing

How To Use LifeData® APIs Available on Azure Marketplace

 

Versium, a data technology company, and Microsoft hosted a joint webinar to discuss the power of LifeData®. The webinar reviews how easily LifeData® can be ingested at Datafinder.com, a Versium website, and used to optimize marketing programs. LifeData® is data that is created daily as people and businesses interact in the real world and includes information such as demographic data, financial data, social and online behavior, and purchase interests. Versium uses industry leading matching technologies to blend LifeData® with individual enterprise customer records and applies predictive analytics to help marketers in the following ways:

  • Updates and adds missing contact data, such as email addresses and phone numbers, to customer lists
  • Gain deep insights into best performing customers and how their profiles differ from the average US consumer
  • Automatically build predictive lead scores empowering marketers to prioritize inbound leads
  • Create predictive prospect lists based on the attributes and behaviors of existing profitable customers

Click here to go to Datafinder.com to get access to the products mentioned in the Webinar.

How LifeData® and Matching Technology Can Help Fix Data Silos

Versium's Life Data and Matching Technology

While few companies today would deny there is huge potential value in the ability to do data analytics, most are limited by the way that technology is currently structured and how data is currently stored.

In today’s digital business environment, companies generally use different technology systems to help achieve various business objectives; for instance, many companies today use a CRM platform, a customer service system and an email campaign management platform. While all of these platforms are beneficial to the business, they are disparate systems and are therefore unable to talk back and forth to each other.

What ends up happening in this type of situation is you start to get data silos, which can cause several issues from an analytical perspective. Data silos may result in duplicate information, some of which may correspond; some of which may contradict. Data silos can also limit a companys’ ability to derive quick insights from their internal data.

For example, you may want to look at all of the customers who cancelled within the last six months in order to send them a new offer. Answering the question of ‘who’ cancelled is generally relatively easy, but in order to send a new offer that will encourage past customers to transact again, you also need to answer the question of ‘why’ they cancelled. If companies do possess data internally that helps explain why customers cancelled, it is likely in a completely different system.

Without a solution that helps companies integrate these data silos, companies generally either have to guess at how the data correlates or hire expensive data scientists to come in and do an analysis for them. However, with Versium’s LifeData® and matching engine, companies can quickly and easily integrate data from disparate sources to create a more unified view of their customer and business data.

Versium’s LifeData® contains over 800 billion consumer attributes, and by appending LifeData® to your internal data, our matching engine is then able to do dynamic linking between the two and provide confidence scores based on the likelihood of each match found. Using this enormous amount of consumer information and highly intelligent matching engine, companies can find matches between the appended LifeData® and their internal data or matches within the disparate sources of their internal data. Both situations give companies a dramatically improved understanding of their prospect and customer base, allowing them to derive more intelligent insights from their data, so they can make better decisions faster.

 

5 Ways Versium’s Predictive Scores Make You Faster and Smarter

score-make-you-smarter

In nearly all markets and all industries today, companies are attempting to use the enormous amount of data that now exists to become more predictive across various business functions.

While there are many ways of using data to become more predictive, there is a perception that most require a high level of expertise in data analysis and a significant amount of technological infrastructure. However, this is not the case.

Using Versium’s LifeData® (containing 800 billion consumer attributes) and data matching capabilities, you can immediately discover new insights about your customer or prospect base and assign ‘predictive scores’ to individuals based on your business’s specific objectives. Whether your goal is to improve conversion or acquisition, decrease fraud or attrition, predictive scores allow you to quickly get answers to make smarter decisions.

Here are five ways predictive scores make you faster and smarter:

1. They allow you to get the answer you’re looking for without having to know the complex math behind it.

One of the main benefits of predictive scores is you don’t need to be an analytics or math expert in order to understand and use them. When you see a predictive score, all of the complex math (e.g. linear regression models, decision trees, predictive algorithms) has already been done, and you are able to immediately work with the intelligence that is resident within the data.

2. They allow you to get immediate insights every time a new lead comes in rather than waiting for third party analysis.

Whenever you get a new lead, prospect or customer you can easily and instantly append (via API) a predictive score based on your specific business objectives. For example, if you sell an ‘eco-friendly’ product, you can look at each new lead’s ‘green’ score to immediately determine the likelihood of each individual to purchase your product. So, rather than spending months building your own analytics infrastructure or waiting weeks for data to come back from a third-party provider, you can get the answers and intelligence you are looking for instantly.

3. They not only tell you the answer the question you’re asking (the predictive score itself) but also explain how and why the score was determined.

A predictive score essentially tells you the answer to a question of probability, for example, how likely is a person to donate to a cause or cancel his or her membership? While the score has value itself, a predictive score also comes with an explanation of how and why it is determined. The added insights into the attributes determining the score allows to you understand the specific reasons why your customers or prospects make certain choices enabling to you to create messaging or campaigns with those factors in mind.

4. They allow you to avoid wasting time and money marketing to prospects who are unlikely to take the action you desire.

Whether your predictive score looks at the likelihood of an individual to purchase, cancel a membership, or become a brand advocate, it allows you to immediately understand who your target audience is. Using scores, you can eliminate costly resources trying to figure out things like… what geographical market should I be selling in, what job title is most likely to be interested in purchasing products, etc. Much of this information is already contained within scores, allowing you to make fast and smart decisions around who to target and where to invest.

5. They allow you to launch specific campaigns around different objectives and audience segments by giving instant insight into the propensity of your prospects or customers to take a certain action.

By assigning scores to everyone in your customer or prospect base, you can improve targeting and understand variations within your audience allowing for improvements in engagement. For example, you may find out that women are much more likely to purchase your product than men, even though the product is used by men. You can expand your customer base by improving engagement with women through more relevant messaging.

What is a Predictive Score?

Enterprise-data-and-lifedata-Predictive-Score

If you do a quick search of current marketing trends, you are likely to see the word ‘predictive’ to be among the top trending terms.

Predictive marketing has become a focus for many companies recently for several reasons. First, the amount of business and consumer data being created every day is increasing at an exponential rate, and companies know that being able to find and understand patterns within that data enables them to predict future outcomes. Second, digital technology has evolved to a point where a fair amount of data science and data analytics can be automated, allowing companies to derive insights and intelligence from their data much more cost-effectively.

Versium has combined these two things, the enormous amount of data being produced each day and new digital technology advancements that enable automation, in order to offer a predictive marketing solution that can be used by any size company, and is now available on a self-serve basis at Datafinder.com.

Versium’s predictive scores show the probability of any given individual to take a specific action. What that action is can vary; you can create a predictive score to show how likely someone is to transact, to commit fraud, to donate to a cause, to cancel membership, to become a brand advocate, etc. Companies can also create their own custom predictive scores to answer almost any business question imaginable (e.g. What color of my product is this person most likely to purchase?). While the math and data science that goes into predictive scoring is somewhat complex, the scores themselves are very easy to interpret. This is because a predictive score can be built to take into consideration many different factors at once but gives back a single output—the propensity of someone to act in a certain way.

To show how this works, let’s look at ‘green’ scores. At its most basic, a green score answers the question of how environmentally conscious someone is. However, without also considering other factors that pertain to your specific business objectives, the value of knowing whether or not someone is environmentally conscious is somewhat limited.

For example, if you are selling solar panels and are only looking at whether or not someone is environmentally conscious, you may miss the fact that some people who are environmentally conscious live in Seattle, where solar panels are too inefficient to make sense. However, by making geography a factor in your predictive score that tells how likely someone is to buy solar panels, your predictive accuracy is greatly improved.

Predictive scores can similarly be built—with various degrees of complexity—to answer almost any business question you have. These scores can then be used in a variety of ways including: improving targeting and segmentation, increasing content engagement, preventing attrition, reducing list costs, improving the lifetime value of your customers, and many more.

5 Ways That A Data Append Can Improve Customer Acquisition

Datafinder Data Append Top 5When it comes to being able to connect with and acquire customers, the more you know, the better.

By appending LifeData®, available through Versium and on a self-serve basis at Datafinder.com, to your customer and prospect lists, you can get the data and insights you need to make smarter decisions faster across your entire sales and marketing process.

 

Here are 5 ways appending LifeData®, which contains over 800 billion consumer attributes, can help improve customer acquisition:

1. Segmentation and targeting

Adding life attributes to your prospect lists allows you to better understand who you are selling to, which will greatly improve your ability to do segmentation and targeting. For example, you may add life attributes to your list and find out that half of your audience own pets. Using this information, you could run an email campaign to your prospect list keeping the messaging the same for everyone, but adding a picture that includes a pet to the people who you know are pet owners. Adding life attributes can similarly help you segment your prospect list by age, job title, geography, interests, etc., allowing you to target the right audience with the right message, the first try.

2. Engagement and response

Adding attributes to prospect lists also provides an opportunity to improve engagement and response. Simple attributes can make a huge difference in your ability to create messaging your audience will respond to. Simply adding an attribute like DOB can greatly improve engagement and response rates, as it allows you to communicate differently with different generations. Similarly, if you append data and discover the majority of your customers have children, you could restructure your messaging and offers to be more family-oriented, increasing the likelihood of your audience to respond and engage.

3. Reduce list costs and improve lifetime value

LifeData® insights allow you to better understand your lead lists and potentially negotiate for improvements in list quality from your list providers upstream. For example, let’s say you go to a list broker and ask for a list of fly fishers to market your services to. The broker will give you a list, but the problem is that they will give that same list to all of your competitors.

Using LifeData®, you can do a deeper dive into those lists by appending data that helps you better understand your audience. In this process, you may find out that your best customers are fly fishers who also have golden retrievers. You can then go back to your list broker and ask them to scrub the list for fly fishers who also have dogs. As you continue to uncover more insights and understand your customers at a deeper level, you can further refine and improve the quality of your lists, while reducing list costs at the same time. Additionally, because you are only marketing to the people who are likely to be the best fit for your product or service, the lifetime value of each customer you acquire also goes up, as they have become more emotionally involved with your brand through your highly-targeted and customized messaging.

4. Improve message ideation

One of the main challenges of digital marketing today is constantly coming up with new ideas for content and messaging. LifeData® attributes can be an extremely useful tool for improving ideation by giving you a closer look at the types of things your audience cares about and would be likely to respond to. For example, you may know that your customers are primarily couples in their 40s and 50s, but a campaign to a couple with children and pets is going to contain very different content and messaging than a campaign to empty nesters who travel and own sports cars. Understanding these nuances can be a huge help when coming up with campaign offers, subject lines for A/B testing, etc.

5. Improve and expand customer touch points

By appending consumer data to your customer and prospect lists, you can expand the number and quality of ways to communicate with your target audience. For example, you may append and find that your prospects have multiple email addresses or phone numbers, expanding your ability to get in touch with them.