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  1. 1. Move Beyond Basic Targeting and Accelerate Sales with Help from Machine Learning KELLEY GAZDAK GlobalVice President,Data & Analytic Solutions PUBLIC
  2. 2. 2 Embracing and Acting On the Big Trends Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning DATA ACCESSIBLITY TECHNOLOGY ADVANCES SPEED MATTERS IN BUSI NESS The volume and variety of data continues to increase. Machines now have ability to not only automate tasks, but can be trained to make logical, precise decisions. Data changes quickly. Buyer profiles continually evolve. Making high-quality, high velocity decisions puts you ahead.
  3. 3. 3 Analytics is transforming how business decisions are made REGULATIONS INCREASE IN COMPETITION NEW TECHNOLOGIES ALTERNATIVE DATA SOURCES GLOBALIZATION UNSTRUCTURED DATA DATA OVERLOAD ANTICIPATORY ANALYTICS OPEN SOURCE Artificial Intelligence is disrupting “Traditional Analytics” Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning
  4. 4. 4 Artificial Intelligence…Machine Learning… Deep Learning Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning A R T I F I C I A L I N T E L L I G E N C E M A C H I N E L E A R N I N G D E E P L E A R N I N G Machines/Devices designed to act intelligently Current State of the Art – machines are able to learn and adapt from experience; Being used to solve real world problems that mimics our decision making Cutting Edge – uses a subset of Machine Learning tools and techniques and applies them to solving any problem which requires thought
  5. 5. 5 Many companies are recognizing significant benefits with the use of Machine Learning Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning Leveraging across the enterprise MODEL PERFORMANCE SPEED TO MARKET CONTINUOUS LEARNING
  6. 6. 6 Machine Learning capabilities are essential to stay competitive in serving multiple use cases Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning RECOMMENDATIONS TEXT ANALYSIS TARGETING IMAGE ANALYSIS ANOMALY DETECTION CUSTOMER ANALYTICS – Personalized marketing models – Keyword detection – Sentiment analysis – Prospecting & Response – Product Recommendations – Ad Targeting Segmentation – Web Behavior – Image recognition – IoT analytics – Fraud detection – Credit scoring models – Churn/Retention
  7. 7. 7 Lead generation is a big challenge for marketers… Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning of B2B marketers are unable to identify the most likely buyers CMO.com of CMOs are under more pressure to deliver measurable ROI of Marketing Qualified Leads (MQL’s) will never close Aberdeen Group Study 93% 48%94% B2B Lead Generation trend report (LinkedIn) Sirius Decisions Study
  8. 8. Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning Let’s see how Dun & Bradstreet has utilized machine learning to drive Precision Targeting and fuel Sales Acceleration
  9. 9. 9 Machine Learning can be applied to your targeting strategy to drive competitive advantage Marketable Base Propensity to Buy Value Estimation Propensity to Respond Drive Sales Effectiveness Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning High Value Prospects Reach out to the Right Businesses With the Right Message At the Right Time
  10. 10. 10 Customers need prospect lists specific to their use cases Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning PROBLEM #1 Product Propensity PROBLEM #2 Response Propensity How do I sort through millions of businesses to find the prospects who likely need my products and services ? How do I ensure that I spend my marketing dollars wisely on prospects who are most likely to respond to me ?
  11. 11. 11 Driving revenue with product propensity Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning Tax Compliance Software Company With multiple products and services Need to find new prospects Aggressive growth mandate Cut model development time Reduced 4M leads to 800K highly qualified Increase in Sales qualified leads Improved conversation rates RESULTS:
  12. 12. 12 Accelerating sales with response propensity Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning Alternative Lender With multiple lending products and services Low response rates on their marketing campaigns Aggressive growth mandate Cut model development time ~20% lift in Response capture performance over traditional modeling methods 20% - 60% increase in Campaign Response Rates RESULTS:
  13. 13. 13 Machine Learning Considerations Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning Should be applied to use cases that have some allowance for error Many are black boxes Quality of input data is still critical (Garbage in…Garbage out) Still requires human intervention to determine the right sample set, right sources, ensure the data is clean and use the right algorithms
  14. 14. 14 Q A Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning
  15. 15. Presenter Contact Information KELLEY GAZDAK GlobalVice President, Data & Analytic Solutions Dun & Bradstreet Gazdakk@dnb.com +1-212-768-6446
  16. 16. 16 ThankYou

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