While most of the marketers report that generated high quality leads is the biggest challenge for their organization, D&B developed a new way of generating leads by integrating online data and using multiple Machine Learning models in various areas, such as Deep Learning, Natural Language Processing or Graph Theory.

1. DSC Croatia 2022
Disrupting Lead
Generation through AI

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Image of marketer

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Image of old files.

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Integrate online
data
Connect ML models
together
Automated & Scalable
models

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Integrate online
data
Connect ML models
together
Automated & Scalable
models
B2B Lead Generation

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98%
98%
96%
B2B Lead
Generation Product
List of Existing
Customers
List of Top
Leads

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Input Enrich Learn Predict

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Input Enrich Learn Predict
Existing customers
Potential prospects

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Input Enrich Learn Predict
Traditional
data
Online
data

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Input Enrich Learn Predict
Traditional
data
Online
data

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Input Enrich Learn Predict
Traditional
data
Online
data

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Input Enrich Learn Predict
Traditional
data
Online
data
85%
55%
20%

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World’s largest trade fair, congress and event organizers.
Client
Identify worldwide companies likely to become exhibitors at their different
fairs.
Challenge

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World’s largest trade fair, congress and event organizers.
Client
Identify worldwide companies likely to become exhibitors at their different
fairs.
Challenge
Trade fair focusing on companies in the technical textile and nonwoven
industries.
Specific Use
Case

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Social media
Website text
Website images
Revenue
Company name
…
Company linkages Representation
Learning
Industry codes
Raw data Numerical data
Input
Phase
Learning
Phase
Enrichment Phase
Web technologies
Input Enrich Learn Predict
NLP
Deep Learning

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Website text
Raw data Numerical data
Input Enrich Learn Predict

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Website text
Raw data Numerical data
Input Enrich Learn Predict
Example 1 (Source: Advance Hitech Textile)
… refers to fabrics made of high-performance
fibers, including nylons 66, high-tenacity nylons
66, and polyester. Technical fabrics can be used
for industrial purposes or for other needs based
on clients' customized designs.
Example 2 (Source: Woola)
Bubble wrap alternative made of leftover sheep
wool. It protects goods from breaking and getting
scratched. It has been the first choice of
protective packaging for decades.

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Website text
Raw data Numerical data
Input Enrich Learn Predict
Interesting
keywords or topics
Example 1 (Source: Advance Hitech Textile)
… refers to fabrics made of high-performance
fibers, including nylons 66, high-tenacity
nylons 66, and polyester. Technical fabrics can
be used for industrial purposes or for other
needs based on clients' customized designs.
Example 2 (Source: Woola)
Bubble wrap alternative made of leftover sheep
wool. It protects goods from breaking and
getting scratched. It has been the first choice of
protective packaging for decades.

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Website text
Raw data Numerical data
Input Enrich Learn Predict
Example 1 (Source: Advance Hitech Textile)
… refers to fabrics made of high-performance
fibers, including nylons 66, high-tenacity
nylons 66, and polyester. Technical fabrics can
be used for industrial purposes or for other
needs based on clients' customized designs.
Example 2 (Source: Woola)
Bubble wrap alternative made of leftover sheep
wool. It protects goods from breaking and
getting scratched. It has been the first choice of
protective packaging for decades.
NLP
NLP 0.89
0.33
Compute the “text similarity”
of each
prospect with the
existing customers.

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Website text
Raw data Numerical data
Input Enrich Learn Predict
Website images
NLP

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Website text
Raw data Numerical data
Input Enrich Learn Predict
Website images

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Website text
Raw data Numerical data
Input Enrich Learn Predict
Raw data
= pixels
Deep Convolutional
Neural Network
fleet
road
truck
forest
Mathematical
representation:
“Image descriptor”
Website images

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Website text
Raw data Numerical data
Input Enrich Learn Predict
Website images

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Website text
Raw data Numerical data
Input Enrich Learn Predict
Compute the “image
similarity” of each
prospect with the
existing customers.
0.93
Website images
Deep Learning
0.17
Deep Learning

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Social media
Website text
Website images
Revenue
Company name
…
Company linkages
Industry codes
Raw data Numerical data
Input
Phase
Learning
Phase
Enrichment Phase
Web technologies
Input Enrich Learn Predict
Representation
Learning
NLP
Deep Learning

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Traditional
data
Online
data
85%
55%
20%
Input Enrich Learn Predict

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Traditional approach
15%
Precision

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Traditional approach Our approach
15%
Precision
85%
Precision
+70ppt

29. Thank you