Predict by Versium User Guide-1.5-updated...2015/10/01  · Predict by Versium - version 1.5 6 Build...

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Predict by Versium - version 1.5 1 Predict by Versium User Guide

Transcript of Predict by Versium User Guide-1.5-updated...2015/10/01  · Predict by Versium - version 1.5 6 Build...

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PredictbyVersiumUserGuide

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TableofContentsPredictbyVersiumUserGuide_________________________________________________________1WhatisPredictbyVersium?____________________________________________________________3GetStarted_________________________________________________________________________________4InstallDataInsightsbyPredictbyVersium__________________________________________4OpenPredictbyVersiuminMicrosoftDynamicsCRM___________________________________4HowaPredictiveModelworks_______________________________________________________________6ChooseYourMarketingLists_________________________________________________________________7ListRequirements ____________________________________________________________________________7

BuildaPredictiveModel______________________________________________________________________7TofindyourPredictiveModel_______________________________________________________________8

WalkthroughaPredictiveModel____________________________________________________________8Whatyouneed__________________________________________________________________________________9ScoreaList_______________________________________________________________________________________9TofindyourScoredList____________________________________________________________________10Fine-tuneascoredlisttoinformyourmarketingstrategy______________________________10

DownloadtheAddedInsightsasCSV______________________________________________________10Whatyouneed________________________________________________________________________________11BuildaPredictiveList _______________________________________________________________________11TofindyourPredictiveList_________________________________________________________________12WalkthroughyourPredictiveList_________________________________________________________12DownloadtheAddedInsightsasCSV______________________________________________________12Whatyouneed________________________________________________________________________________13GetInsightsonamarketinglist____________________________________________________________13TofindyourDataInsights __________________________________________________________________14WalkthroughyourInsights_________________________________________________________________14DownloadtheDataInsightsasCSV________________________________________________________14

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PredictbyVersium

WhatisPredictbyVersium?PredictbyVersiumenhancesyourexistingmarketingprocessbygivingyouaccesstopredictiveanalyticsthatallowyoutomorepreciselytargetyourcampaigns.WithPredictbyVersium,youcan:

• BuildPredictiveModels-AnalyzeyourmarketingliststocreateamodelofthebusinessorconsumerleadcharacteristicsthatcorrelatewithdesiredbehaviorswiththePredictiveAnalyticsModelBuilder.

• Analyzeleads–UsingaPredictiveModelforabehavior,analyzeamarketinglistandscoreleadsonthelistbyhowlikelytheyaretohavethedesiredbehaviorwithScoreLeads.

• Generatenewleads–UsingaPredictiveModelforabehaviorandtheexpandeddatainthePredictbyVersiumDataWarehouse,generateanewmarketinglistthatincludestheleadsthescorehighlylikelytohavethedesiredbehavior.

• Enhanceyourleaddata–EnhanceyourmarketinglistswithadditionalinformationfromthePredictbyVersiumDataWarehouse,suchasemailaddresses,phonenumbers,financialinformation,socialnetworkinformation,anddemographicdata.

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GetStarted

InstallDataInsightsbyPredictbyVersiumInstallDataInsightsfromtheDynamicsMarketplace,orfromAppSource.1. SignintoyourMicrosoftDynamicsCRMaccountandgotoSettings.2. UnderCustomization,clickDynamicsMarketplace(orgodirectlytothe

appsource.microsoft.comsite).3. UnderCategories,checkAnalytics.4. OntheDataInsightstile,andclickGet.

5. Agreetothetermstostarttheinstallprocess.6. SelecttheCRMorganizationtowhichyouwanttoaddDataInsights,readand

checktheagreements,andthenclickAgreetocompletetheinstallation.

OpenPredictbyVersiuminMicrosoftDynamicsCRM

1. InMicrosoftDynamicsCRM,signintoaCRMorganizationthathasPredictbyVersiuminstalled.

2. OntheSales,ServiceandMarketingtabs,underTools,clickVersiumPredict.

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ModelsandListDashboards

CheckonthestatusorviewanyofthemodelsorlistsyouhavecreatedfromthePredictDashboards.ThisincludesPredictiveModels,ScoredLeads,BuiltLists,andDataInsights.1. InPredictbyVersium,opentheDashboard.2. UnderPredictiveAnalytics,clickwhatyou’dliketoview.(Forexample,for

models,clickPredictiveModels).3. Inthetable,youcan:

• Clicktherowtoopenthemodelorlist.• SeethestatusofresultsthatPredictbyVersiumisstillgenerating.• Whenthemodelorlistiscomplete,clickActionsontherighttoopen,

download,ordeletethemodel.• FilterbyCreatedByorModelType,orsortbyanycolumntofindthe

modelorlistyouwant.

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BuildaPredictiveModelAPredictiveModelprovidesinsightintowhetherabusinessorconsumerismoreorlesslikelytobehaveinaparticularwayunderparticularconditions.Forexample,youmightbuildaPredictiveModeltohelpyoupredictwhethercontactsononeofyourmarketinglistsarelikelytorespondtoanemailoffer,orpurchaseaspecifictypeofproductorservice.

HowaPredictiveModelworks

StartingwithtwomarketinglistscreatedinMicrosoftDynamicsCRM--onewithandonewithoutyourdesiredbehavior(suchasconversion,engagement,orclick-through)--PredictbyVersiumbuildsaPredictiveModelforthatbehavior.PredictbyVersiumcanthenscoreexistingandfutureleadsbyhowlikelytheyaretoresultinthatdesiredbehavior.Tobuildthemodel,youprovidePredictbyVersiumwithalistofbusinessesorconsumerswhohavebehavedasdesired,andanotherlistofthosewhohaven’t.PredictbyVersiumanalyzesthelistsyouprovidetocreateaPredictiveModelforthetypeofbehavioryou’reinterestedin.Whenthemodeliscomplete,youcanthenuseittoscoreamarketinglistforhowlikelyeachrecordistobehaveinthedesiredway(aScoredList),andtogeneratenewlistsofpotentialcustomerswhoscorehighlylikelyforthatbehavior(aPredictiveList).Forexample,youmightusethePredictiveModelyoucreatedfor“blogemailclick-through”toscoreanewmarketinglistforanupcomingemailmarketingplan.Youcanthentargetyourplantotheleadsonthelistthatscoremostlikelytoclickthrough.Link: How to build a marketing list in Microsoft Dynamics CRM

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ChooseYourMarketingListsTocreateaPredictiveModel,youneedtodecideifyouwanttocreateabusinessorconsumermodel,andthenchooseyourtwomarketinglists:

• SuccessList:Businessesorconsumerswhohavedisplayedthebehaviorthatyou’rebuildingthemodelfor.Forexample,consumerswhohaveboughtasubscriptionorclickedthroughonanad.

• Non-SuccessList:Businessesorconsumerswhodonotdisplaythatsamebehaviorasabove.

YourPredictiveModelwillbethemosteffectiveifyoumakesurebothlistshave:

• ThesamerequiredCRMfieldsfilledin.• Morethantheminimumnumberofrecordsrecommendedforthetypeof

modelyou’rebuilding(seetablebelow).Themorerecordsyouhave(upto5000),thebetterthemodelwillbe.

SeeListRequirementsfortherequiredCRMfieldsandrecommendednumberofrecordsforeachtypeofmodelandlist.

ListRequirements

Makesurethelistsyouchooseorcreatemeettherequirementsfornumberofrecordsandrequiredfields.BothlistscanincludeanyoftheCRMcustomertypes:Accounts,Contacts,orLeads.

BuildaPredictiveModelOnceyouhavechosenorcreatedWinandLosslists,youarereadytobuildyourPredictiveModel.1. UnderPredictiveAnalytics,clickModelBuilder.2. ClickBuildAModelandfollowthewizard.

Tip:Agreatwaytonameyourmodelisusingthebehavioryou’retargeting,theregion,ifany,andmaybethetype.Forexample,ShoeSales-SanDiegoConsumers.

Whenyou’vefinishedthewizard,PredictbyVersiumstartsbuildingyourmodel.Whenit’sdone,you’llgetanemailwithalinktothemodel.Dependingonthesizeofyourlistsandhowmanyfieldsyou’veincluded,itcantakesometime.

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TofindyourPredictiveModel

• GototheDashboardandclickPredictiveModels.

WalkthroughaPredictiveModelToreviewaPredictiveModel,openitfromtheDashboardbyclickingit’srow.Themodeloverviewshowsyouthebehavioryouprovidedwhenyoubuiltthemodel.

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ScoreaMarketingListScoreyourmarketinglistsforhowlikelytheleadsinthemaretobehaveinthedesiredwayusingthePredictiveModelsyou’vecreatedinPredictbyVersium.YougivePredictbyVersiumamarketinglistcontainingprospectiveleadsandaPredictiveModel,anditscoreseachleadinthelistandaddsthescorestoeachrecordinyourCRMmarketinglist.InPredictbyVersium,youcanseethepredictedperformanceforthelistandseehowadjustingthescoreaffectsthepredictedconversionrates.

Whatyouneed

Toscorealist,you’llneed:

• APredictiveModelforthebehaviorandcustomertype(businessorconsumer)you’dliketoscorefor.

• AmarketinglistinCRMtoscore.

ScoreaList

1. InPredictbyVersium,underPredictiveAnalytics,clickScoreLeads.2. ClickBeginScoringLeadsandfollowthewizard.Whenyou’vefinishedthewizard,PredictbyVersiumstartsscoringtheleadsonyourmarketinglist,andaddingscorestotheCRM.Whenit’sdonescoring,you’llgetanemailwithalinktothescoresandopenstheresultsinPredictbyVersium.Dependingonthesizeofyourlistandhowmanyfieldsyou’veincluded,itcantakesometimetoscorethelist.

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TofindyourScoredList

• GototheDashboardandselectScoredLists.

Fine-tuneascoredlisttoinformyourmarketingstrategy

Whenyouopenascoredlist,you’llseePredictbyVersium’ssummaryofhowtheleadsonyourlistscoredagainstyourPredictiveModel.UsetheScoreThresholdonthispagetofine-tunewhichleadscoregivesyouthebestcost/benefitratio.Thisadjustmentallowsyoutomorepreciselytargetyourmarketingcampaign.Forexample,youmightlimityourcampaigntoleadswithscoresaboveachosenthreshold,maximizingyourconversionrate,andpotentiallyreducingcostsbyremovingtheleadswhoareleastlikelytorespondfavorably.Whenyouslidethescorethreshold,PredictbyVersiumshowsyouthenumberofleadsabovethatscore,theprojectedconversionrate,andtheprojectednumberofleadsthatwillconvert.

DownloadtheAddedInsightsasCSV

YoucandownloadyournewgeneratedlistasaCSVfile.1. FromthelistyouwantontheScoredLeadsDashboard,clickActions,andthen

selectDownloadCSV.2. SavetheCSVfile.

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CreateaPredictiveListCreatenewmarketingliststhatcontainleadsthathavescoredwellforthebehavioryouwantusingthePredictiveModelsyou’vecreatedinPredictbyVersium.YouselectwhetheryouwantabusinessorconsumerlistandselectthePredictiveModelforthebehavioryouwant.PredictbyVersiumthensearchesthePredictbyVersiumDataWarehouseforleadsthatscorehighlyforthatbehavior,andgeneratesanewPredictiveListforyou.

Whatyouneed

TogenerateaPredictiveList,you’llneed:

• APredictiveModelforthebehavioryou’dliketogenerateamarketinglistfor.

• Choosewhetheryou’dlikeabusinessorconsumerlist.

BuildaPredictiveList1. InPredictbyVersium,underPredictiveAnalytics,clickListBuilder.2. ClickBuildaNewListandfollowthewizard.PredictbyVersiumstartsbuildingyourPredictiveListfromleadsinthePredictbyVersiumDataWarehousethatscorehighlyforthebehaviorsyouwant.Dependingonthesizeofyourlistandotherlistattributes,itcantakesometimetobuildthelist.

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TofindyourPredictiveList

• GototheDashboardandclickPredictiveLists.

WalkthroughyourPredictiveList

WhenyouopenaPredictiveListinPredictbyVersium,thePredictiveListoverviewshowsyouyourselectedoptions,andstatisticsonthepredictedperformanceforallscoredleadsversustheleadsPredictbyVersiumincludedonyourlist.

DownloadtheAddedInsightsasCSV

YoucandownloadyournewpredictivelistasaCSVfile.3. FromthelistyouwantontheBuiltListsDashboard,clickActions,andthen

selectDownloadCSV.4. SavetheCSVfile.

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AddInsightsGetaricherviewonyourcurrentmarketinglistswithinsightsandinformationfromthePredictbyVersiumDataWarehouse.YouprovideamarketinglistfromMicrosoftDynamicsCRM,andPredictbyVersiumpullsalloftheinformationithasfortheleadsonyourlistandgivesyouDataInsightsonthemakeupofthelist.

Whatyouneed

TogetDataInsightsforamarketinglist,you’llneedamarketinglistwiththefieldsforthetypeofinsightsyouwanttoadd:

DesiredDataInsights RequiredCRMFields

Business Businessname,andoptionally,Contactnameandemail,plusatleastoneofthefollowing:

• PhoneNumber• PostalAddress• CellPhone• PostalCode

Consumer Person’sname,andatleastoneofthefollowing:

• PostalAddress• PhoneNumber• EmailAddress• PostalCode

GetInsightsonamarketinglist

• InPredictbyVersium,underDataInsights,clickGetInsightsandfollowthewizard.

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Whenyou’vefinishedthewizard,PredictbyVersiummatchesleadsonyourlistwithleadsinthePredictbyVersiumDataWarehouse,andaddsmissinginformationtoyourlist.Whenit’sdoneaddinginsights,PredictbyVersiumopensAddedInsightsontheDashboardsoyoucanreviewtheinformation.Dependingonthesizeandcomplexityofyourlist,itcantakesometimetofinish.

TofindyourDataInsights

• GototheDashboardandclickDataInsights.

WalkthroughyourInsights

WhenyouopenaDataInsightslistinPredictbyVersium,yougetavisualbreakdownofthecharacteristicsfortheleadsinyourlist.

• ForBusinessinsights,you’llseethedistributionofbusinesslocationsgeographically,numberofemployees,andbusinessrevenuedistribution.

• ForConsumerInsights,you’llseeseveralcharacteristics:

• TopInsights:PredictbyVersiumpullsthemostinterestinginsightsfromyourlistanddisplaysthemhere,comparedtotheaverageforyourgeoregion.

• AveragePredictiveScores:Theaveragescoresforleadsonyourlistinseveralareas,includingwealth,giving,andgreenscores.

• DemographicInsights:Showsdemographics(suchasgenderandages)foryourlist,comparedtotheaverageforyourlocale.

DownloadtheDataInsightsasCSV

YoucandownloadyournewdatainsightsasaCSVfile.5. FromthelistyouwantontheDataInsightsDashboard,clickActions,andthen

selectDownloadCSV.6. SavetheCSVfile.


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