Predict by Versium User Guide

Transcription

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

2 Table of Contents Predict by Versium User Guide 1 What is Predict by Versium? 3 Get Started 4 Install Data Insights by Predict by Versium 4 Open Predict by Versium in Microsoft Dynamics CRM 4 How a Predictive Model works 6 Choose Your Marketing Lists 7 List Requirements 7 Build a Predictive Model 7 To find your Predictive Model 8 Walk through a Predictive Model 8 What you need 9 Score a List 9 To find your Scored List 10 Fine-tune a scored list to inform your marketing strategy 10 Download the Added Insights as CSV 10 What you need 11 Build a Predictive List 11 To find your Predictive List 12 Walk through your Predictive List 12 Download the Added Insights as CSV 12 What you need 13 Get Insights on a marketing list 13 To find your Data Insights 14 Walk through your Insights 14 Download the Data Insights as CSV 14 Predict by Versium - version 1.5 2

3 Predict by Versium What is Predict by Versium? Predict by Versium enhances your existing marketing process by giving you access to predictive analytics that allow you to more precisely target your campaigns. With Predict by Versium, you can: Build Predictive Models - Analyze your marketing lists to create a model of the business or consumer lead characteristics that correlate with desired behaviors with the Predictive Analytics Model Builder. Analyze leads Using a Predictive Model for a behavior, analyze a marketing list and score leads on the list by how likely they are to have the desired behavior with Score Leads. Generate new leads Using a Predictive Model for a behavior and the expanded data in the Predict by Versium Data Warehouse, generate a new marketing list that includes the leads the score highly likely to have the desired behavior. Enhance your lead data Enhance your marketing lists with additional information from the Predict by Versium Data Warehouse, such as addresses, phone numbers, financial information, social network information, and demographic data. Predict by Versium - version 1.5 3

4 Get Started Install Data Insights by Predict by Versium Install Data Insights from the Dynamics Marketplace, or from AppSource. 1. Sign in to your Microsoft Dynamics CRM account and go to Settings. 2. Under Customization, click Dynamics Marketplace (or go directly to the appsource.microsoft.com site). 3. Under Categories, check Analytics. 4. On the Data Insights tile, and click Get. 5. Agree to the terms to start the install process. 6. Select the CRM organization to which you want to add Data Insights, read and check the agreements, and then click Agree to complete the installation. Open Predict by Versium in Microsoft Dynamics CRM 1. In Microsoft Dynamics CRM, sign in to a CRM organization that has Predict by Versium installed. 2. On the Sales, Service and Marketing tabs, under Tools, click Versium Predict. Predict by Versium - version 1.5 4

5 Models and List Dashboards Check on the status or view any of the models or lists you have created from the Predict Dashboards. This includes Predictive Models, Scored Leads, Built Lists, and Data Insights. 1. In Predict by Versium, open the Dashboard. 2. Under Predictive Analytics, click what you d like to view. (For example, for models, click Predictive Models). 3. In the table, you can: Click the row to open the model or list. See the status of results that Predict by Versium is still generating. When the model or list is complete, click Actions on the right to open, download, or delete the model. Filter by Created By or Model Type, or sort by any column to find the model or list you want. Predict by Versium - version 1.5 5

6 Build a Predictive Model A Predictive Model provides insight into whether a business or consumer is more or less likely to behave in a particular way under particular conditions. For example, you might build a Predictive Model to help you predict whether contacts on one of your marketing lists are likely to respond to an offer, or purchase a specific type of product or service. How a Predictive Model works Starting with two marketing lists created in Microsoft Dynamics CRM -- one with and one without your desired behavior (such as conversion, engagement, or clickthrough) -- Predict by Versium builds a Predictive Model for that behavior. Predict by Versium can then score existing and future leads by how likely they are to result in that desired behavior. To build the model, you provide Predict by Versium with a list of businesses or consumers who have behaved as desired, and another list of those who haven t. Predict by Versium analyzes the lists you provide to create a Predictive Model for the type of behavior you re interested in. When the model is complete, you can then use it to score a marketing list for how likely each record is to behave in the desired way (a Scored List), and to generate new lists of potential customers who score highly likely for that behavior (a Predictive List). For example, you might use the Predictive Model you created for blog clickthrough to score a new marketing list for an upcoming marketing plan. You can then target your plan to the leads on the list that score most likely to click through. Link: How to build a marketing list in Microsoft Dynamics CRM Predict by Versium - version 1.5 6

7 Choose Your Marketing Lists To create a Predictive Model, you need to decide if you want to create a business or consumer model, and then choose your two marketing lists: Success List: Businesses or consumers who have displayed the behavior that you re building the model for. For example, consumers who have bought a subscription or clicked through on an ad. Non-Success List: Businesses or consumers who do not display that same behavior as above. Your Predictive Model will be the most effective if you make sure both lists have: The same required CRM fields filled in. More than the minimum number of records recommended for the type of model you re building (see table below). The more records you have (up to 5000), the better the model will be. See List Requirements for the required CRM fields and recommended number of records for each type of model and list. List Requirements Make sure the lists you choose or create meet the requirements for number of records and required fields. Both lists can include any of the CRM customer types: Accounts, Contacts, or Leads. Build a Predictive Model Once you have chosen or created Win and Loss lists, you are ready to build your Predictive Model. 1. Under Predictive Analytics, click Model Builder. 2. Click Build A Model and follow the wizard. Tip: A great way to name your model is using the behavior you re targeting, the region, if any, and maybe the type. For example, Shoe Sales-San Diego Consumers. When you ve finished the wizard, Predict by Versium starts building your model. When it s done, you ll get an with a link to the model. Depending on the size of your lists and how many fields you ve included, it can take some time. Predict by Versium - version 1.5 7

8 To find your Predictive Model Go to the Dashboard and click Predictive Models. Walk through a Predictive Model To review a Predictive Model, open it from the Dashboard by clicking it s row. The model overview shows you the behavior you provided when you built the model. Predict by Versium - version 1.5 8

9 Score a Marketing List Score your marketing lists for how likely the leads in them are to behave in the desired way using the Predictive Models you ve created in Predict by Versium. You give Predict by Versium a marketing list containing prospective leads and a Predictive Model, and it scores each lead in the list and adds the scores to each record in your CRM marketing list. In Predict by Versium, you can see the predicted performance for the list and see how adjusting the score affects the predicted conversion rates. What you need To score a list, you ll need: A Predictive Model for the behavior and customer type (business or consumer) you d like to score for. A marketing list in CRM to score. Score a List 1. In Predict by Versium, under Predictive Analytics, click Score Leads. 2. Click Begin Scoring Leads and follow the wizard. When you ve finished the wizard, Predict by Versium starts scoring the leads on your marketing list, and adding scores to the CRM. When it s done scoring, you ll get an with a link to the scores and opens the results in Predict by Versium. Depending on the size of your list and how many fields you ve included, it can take some time to score the list. Predict by Versium - version 1.5 9

10 To find your Scored List Go to the Dashboard and select Scored Lists. Fine-tune a scored list to inform your marketing strategy When you open a scored list, you ll see Predict by Versium s summary of how the leads on your list scored against your Predictive Model. Use the Score Threshold on this page to fine-tune which lead score gives you the best cost/benefit ratio. This adjustment allows you to more precisely target your marketing campaign. For example, you might limit your campaign to leads with scores above a chosen threshold, maximizing your conversion rate, and potentially reducing costs by removing the leads who are least likely to respond favorably. When you slide the score threshold, Predict by Versium shows you the number of leads above that score, the projected conversion rate, and the projected number of leads that will convert. Download the Added Insights as CSV You can download your new generated list as a CSV file. 1. From the list you want on the Scored Leads Dashboard, click Actions, and then select Download CSV. 2. Save the CSV file. Predict by Versium - version

11 Create a Predictive List Create new marketing lists that contain leads that have scored well for the behavior you want using the Predictive Models you ve created in Predict by Versium. You select whether you want a business or consumer list and select the Predictive Model for the behavior you want. Predict by Versium then searches the Predict by Versium Data Warehouse for leads that score highly for that behavior, and generates a new Predictive List for you. What you need To generate a Predictive List, you ll need: A Predictive Model for the behavior you d like to generate a marketing list for. Choose whether you d like a business or consumer list. Build a Predictive List 1. In Predict by Versium, under Predictive Analytics, click List Builder. 2. Click Build a New List and follow the wizard. Predict by Versium starts building your Predictive List from leads in the Predict by Versium Data Warehouse that score highly for the behaviors you want. Depending on the size of your list and other list attributes, it can take some time to build the list. Predict by Versium - version

12 To find your Predictive List Go to the Dashboard and click Predictive Lists. Walk through your Predictive List When you open a Predictive List in Predict by Versium, the Predictive List overview shows you your selected options, and statistics on the predicted performance for all scored leads versus the leads Predict by Versium included on your list. Download the Added Insights as CSV You can download your new predictive list as a CSV file. 3. From the list you want on the Built Lists Dashboard, click Actions, and then select Download CSV. 4. Save the CSV file. Predict by Versium - version

13 Add Insights Get a richer view on your current marketing lists with insights and information from the Predict by Versium Data Warehouse. You provide a marketing list from Microsoft Dynamics CRM, and Predict by Versium pulls all of the information it has for the leads on your list and gives you Data Insights on the makeup of the list. What you need To get Data Insights for a marketing list, you ll need a marketing list with the fields for the type of insights you want to add: Desired Data Insights Business Consumer Required CRM Fields Business name, and optionally, Contact name and , plus at least one of the following: Phone Number Postal Address Cell Phone Postal Code Person s name, and at least one of the following: Postal Address Phone Number Address Postal Code Get Insights on a marketing list In Predict by Versium, under Data Insights, click Get Insights and follow the wizard. Predict by Versium - version

14 When you ve finished the wizard, Predict by Versium matches leads on your list with leads in the Predict by Versium Data Warehouse, and adds missing information to your list. When it s done adding insights, Predict by Versium opens Added Insights on the Dashboard so you can review the information. Depending on the size and complexity of your list, it can take some time to finish. To find your Data Insights Go to the Dashboard and click Data Insights. Walk through your Insights When you open a Data Insights list in Predict by Versium, you get a visual breakdown of the characteristics for the leads in your list. For Business insights, you ll see the distribution of business locations geographically, number of employees, and business revenue distribution. For Consumer Insights, you ll see several characteristics: Top Insights: Predict by Versium pulls the most interesting insights from your list and displays them here, compared to the average for your geo region. Average Predictive Scores: The average scores for leads on your list in several areas, including wealth, giving, and green scores. Demographic Insights: Shows demographics (such as gender and ages) for your list, compared to the average for your locale. Download the Data Insights as CSV You can download your new data insights as a CSV file. 5. From the list you want on the Data Insights Dashboard, click Actions, and then select Download CSV. 6. Save the CSV file. Predict by Versium - version