Predict by Versium User Guide-1.5-updated...marketing lists are likely to respond to an email offer,...
Transcript of Predict by Versium User Guide-1.5-updated...marketing lists are likely to respond to an email offer,...
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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.