predict by versium user guide-1.9 - microsoft azure...2015/10/01 · predictive models, scored...

VersiumPredictUserGuide-Version1.8 1

VersiumPredictUserGuide


TableofContentsWHATISVERSIUMPREDICT?............................................................................................................3

INSTALLVERSIUMPREDICT...............................................................................................................4GRANTACCESSTOVERSIUMPREDICT.......................................................................................................4OPENVERSIUMPREDICTINMICROSOFTDYNAMICS365.......................................................................5

MODELSANDLISTDASHBOARDS....................................................................................................7

BUILDAPREDICTIVEMODEL............................................................................................................8HOWAPREDICTIVEMODELWORKS..........................................................................................................8CHOOSEYOURMARKETINGLISTS.............................................................................................................8TipsonMarketingListsfortheBestModels.................................................................................................9LISTREQUIREMENTS.....................................................................................................................................................9BUILDAPREDICTIVEMODEL..................................................................................................................10FINDYOURPREDICTIVEMODEL...............................................................................................................................10WALKTHROUGHAPREDICTIVEMODEL................................................................................................10

SCOREAMARKETINGLIST..............................................................................................................12WHATYOUNEED......................................................................................................................................12SCOREALIST............................................................................................................................................12FINDYOURSCOREDLIST............................................................................................................................................12FINE-TUNEASCOREDLEADSLISTTOINFORMYOURMARKETINGSTRATEGY......................................12DOWNLOADTHESCOREDLEADSASCSV...............................................................................................................13MOREONSCOREDLISTS............................................................................................................................................13

CREATEAPREDICTIVELIST............................................................................................................14WHATYOUNEED......................................................................................................................................14BUILDAPREDICTIVELIST.......................................................................................................................14FINDYOURPREDICTIVELIST....................................................................................................................................15WALKTHROUGHYOURPREDICTIVELIST..............................................................................................15DOWNLOADTHEADDEDINSIGHTSASCSV............................................................................................................15

ADDINSIGHTS......................................................................................................................................16WHATYOUNEED......................................................................................................................................16FINDINSIGHTSONAMARKETINGLIST....................................................................................................16FINDYOURDATAINSIGHTS.......................................................................................................................................17ADDINSIGHTSTOYOURCRM...................................................................................................................................17DOWNLOADTHEDATAINSIGHTSASCSV..............................................................................................................18REVIEWYOURINSIGHTS..........................................................................................................................18

SEEDATAFINDERINSIGHTS............................................................................................................19ADDDATAFINDERINSIGHTSTOASINGLERECORDINTHECRM..........................................................................19


WhatisVersiumPredict?VersiumPredictenhancesyourexistingmarketingprocesswithpredictiveanalyticstomorepreciselytargetyourcampaigns.

WithVersiumPredict,youcan:1. BuildPredictiveModels-Analyzeyourmarketingliststocreateamodelof

businessorconsumerleadcharacteristicsthatcorrelatewithdesiredbehaviorswiththePredictiveAnalyticsModelBuilder.

2. Scoreleads–UsingaPredictiveModelforabehavior,youcananalyzeamarketinglistandscoreleadsonthelistbyhowlikelytheyaretohavethedesiredbehaviorwithScoreLeads.

3. Generatenewleadlists–UsingaPredictiveModelforabehaviorandtheexpandeddataintheVersiumLifeData®datawarehouse,youcangenerateanewmarketinglistthatincludestheleadsthescorehighlylikelytohavethedesiredbehavior.

4. Enhanceyourleaddata–EnhanceyourmarketinglistswithadditionalinformationfromtheVersiumLifeData®datawarehouse,suchasemailaddresses,phonenumbers,financialinformation,socialnetworkinformation,anddemographicdata.

ForFAQs,support,troubleshooting,andadditionalhelp,pleasevisitpredict-help.versium.com.

http://predict-help.versium.com/

http://predict-help.versium.com/


InstallVersiumPredictInstallVersiumPredictfromtheMicrosoftDynamicsMarketplace,orfromAppSource.

1. SignintoyourMicrosoftDynamics365accountandgotoSettings.2. UnderCustomization,clickMicrosoftDynamicsMarketplace(orgodirectly

totheappsource.microsoft.comsite).3. UnderCategories,checkAnalytics.4. OnthePredicttile,clickGet.

5. Agreetothetermstostarttheinstallprocess.6. SelecttheCRMorganizationtowhichyouwanttoaddVersiumPredict,readand

checktheagreements,andthenclickAgreetocompletetheinstallation.

GrantAccesstoVersiumPredictTograntusersaccesstoVersiumPredict,youmayneedtoeditthecustomorstandardsecurityrolesassignedtothoseusers.

1. SignintoMicrosoftDynamics365asaGlobalAdministrator.2. InMicrosoftDynamics365,edit the security rolethatyouwanttogrant

permissionsforVersiumPredictto.

http://appsource.microsoft.com/

https://technet.microsoft.com/en-us/library/dn531130.aspx


3. Makesuretherolehasthefollowingminimumprivileges,atanyaccesslevel:

OpenVersiumPredictinMicrosoftDynamics3651. InMicrosoftDynamics365,signintoaCRMorganizationthathasVersium

Predictinstalled.2. OntheSales,Service,orMarketingtab,underTools,clickVersiumPredict.

Privilege Create Read Write Delete Append AppendTo

CoreRecordstab

Account Y Y Y Y Y

Contact Y Y Y Y Y

Lead Y Y Y Y Y

Marketingtab

MarketingList Y Y Y Y Y

BusinessManagementtab

User Y

CustomEntitiestab

new_versiumscorecontact Y Y Y Y Y Y

new_versiumscorelead Y Y Y Y Y Y

new_versiumscoreaccount Y Y Y Y Y Y


ModelsandListDashboards

CheckonthestatusoforviewanyofthemodelsorlistsyouhavecreatedfromtheVersiumPredictDashboards.TheDashboardgivesyouquickaccesstoyourPredictiveModels,ScoredLeads,BuiltLists,andDataInsights.

1. InVersiumPredict,opentheDashboard.2. UnderPredictiveAnalytics,clickwhatyou’dliketoview.(Forexample,for

models,clickPredictiveModels).3. Inthetable,youcan:

• Clicktherowtoopenanoverviewofthemodelorlist.• Seethestatusofresultsthatarestillgenerating.• Formodelsorliststhatarecomplete,clickActionsontherighttoopen,

download,ordelete.NotethatdeletingalistheredoesnotremovetheCRMmarketinglist.

• FilterbyCreatedByorModelType,orsortbyanycolumntofindthemodelorlistyouwant.


BuildaPredictiveModelAPredictiveModelprovidesinsightintowhetherabusinessorconsumerismoreorlesslikelytobehaveinaparticularwayunderparticularconditions.Forexample,youmightbuildaPredictiveModeltohelpyoupredictwhethercontactsononeofyourmarketinglistsarelikelytorespondtoanemailoffer,orpurchaseaspecifictypeofproductorservice.

HowaPredictiveModelworksStartingwithtwomarketinglistsyoucreateinMicrosoftDynamics365--onewithandonewithoutadesiredbehavior(suchasconversion,engagement,orclick-through)–VersiumPredictanalyzesthelistsyouprovideandbuildsaPredictiveModelforthebehavioryou’reinterestedin.

Whenthemodeliscomplete,youcanthenuseittoscoreamarketinglistforhowlikelyeachrecordistobehaveinthedesiredway(aScoredList),andtogeneratenewlistsofpotentialcustomerswhoscorehighlylikelyforthatbehavior(aPredictiveList).Forexample,youmightusethePredictiveModelyoucreatedfor“blogemailclick-through”toscoreanewmarketinglistforanupcomingemailmarketingplan.Youcanthentargetyourplantotheleadsonthelistthataremostlikelytoclickthrough.Link: How to build a marketing list in Microsoft Dynamics 365

ChooseYourMarketingListsTocreateaPredictiveModel,youneedtodecideifyouwanttocreateabusinessorconsumermodel,andthenchooseyourtwomarketinglists:

https://www.microsoft.com/en-us/dynamics/crm-customer-center/create-a-marketing-list-in-the-crm-marketing-work-area.aspx


5. SuccessList:Businessesorconsumerswhohavedisplayedthebehaviorthatyou’rebuildingthemodelfor.Forexample,consumerswhohaveboughtasubscriptionorclickedthroughonanad.

6. Non-SuccessList:Businessesorconsumerswhodonotdisplaythatsamebehavior.

TipsonMarketingListsfortheBestModels

Thekeytogeneratinganeffectivepredictivemodelisinyourmarketinglists.Youcanthinkofyourmarketinglistsasatrainingsetforthemodel.Ifyourtrainingsetisn’tforthebehavioryouwant,themodelwon’tdowhatyouwanteither.

YourPredictiveModelwillbethemosteffectiveifyoumakesurebothlists:

• Areforthebehavioryouwanttomodel,andareforthesamebehavior:Areofleadswhoeitherhadordidn’thavethesamebehavior(forexample,leadswhodid(yourSuccesslist)ordidn’t(yourNon-successlist)subscribetoyourservice.

• HavethesamerequiredCRMfieldsforeachrecord:Themoreoftheseattributesyouinclude,thebetteryourpredictivemodelwillbe.

• Representyourconversionrate:Theconversionraterepresentedinyourtrainingsetshouldreflecttheconversionrateyouhadforthecombinedlists.You’lllikelyhavefewerrecordsinyoursuccesslistthanyournon-successlist.

• Havethesamebasiccriteria:Havethesamecriteriaforbothlists.Yourmodelwon’tbeaseffectiveifyoursuccesslistcontainsonlyleadsfromNYandyournon-successlisthasleadsfromLA.

• Havemorethantheminimumnumberofrecords:forthetypeofmodelyou’rebuilding(seetablebelow).Themorerecordsyoucanprovide,thebetteryourmodelwillbe(uptoourmaximumof5000).

SeeListRequirementsfortherequiredCRMfieldsandrecommendednumberofrecordsforeachtypeofmodelandlist.

ListRequirementsMakesurethelistsyouchooseorcreatemeettherequirementsfortheminimumnumberofrecordsandrequiredfields.Foralllists,themaximumis5000.BothlistscanincludeanyoftheCRMcustomertypes:Accounts,Contacts,orLeads.

ModelTypeSuccessListMinimum

Non-successListMinimum RequiredCRMFields

Business 500 1000 Businessname,plusoneof:Zipcode,postaladdress,emailaddress,orphone

Business+Contact

500 1000 Businessname,andContactname,plusoneof:Zipcode,postaladdress,emailaddress,orphone


Consumer 1000 3000 Name,Phonenumber,EmailAddressandZipCode

Themoreoftheseattributesyouinclude,thebetteryourpredictivemodelwillbe.

BuildaPredictiveModelOnceyouhavechosenorcreatedSuccessandNon-Successlists,youarereadytobuildyourPredictiveModel.

1. UnderPredictiveAnalytics,clickModelBuilder.2. ClickBuildAModelandfollowthewizard.

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

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

Here’sabriefoverviewofwhatPredictdoesasitbuildsyourmodel:

1. EnrichesyourmarketinglistswithLifeData®byappendingthousandsofadditionalattributestoeachrecord

2. Buildsyourpredictivemodelusingmachine-learningalgorithmsthatassesspredictivesignals,developyourmodel,andthentesttoensureitisproperlytuned.

FindyourPredictiveModel7. GototheDashboardandclickPredictiveModels.

WalkthroughaPredictiveModelToreviewaPredictiveModel,openitfromtheDashboardbyclickingitsrow.Themodeloverviewshowsyouhowthebehaviorscoresarepredictedtoimproveconversionrates.


ScoreaMarketingListScoreyourmarketinglistsforhowlikelytheleadsinthemaretobehaveinthedesiredwayusingthePredictiveModelsyou’vecreated.Youprovideamarketinglistcontainingprospectiveleads,andselectaPredictiveModel,andVersiumPredictscoreseachleadandaddsthosescorestoeachrecordinyourCRMmarketinglist.OntheDashboardScoredLists,youcanthenseethepredictedperformanceforthelistandhowadjustingthescoreyou’retargetingaffectsthepredictedconversionrates.

WhatyouneedToscorealist,you’llneed:

• APredictiveModelforthebehaviorandcustomertype(businessorconsumer)you’dliketoscorefor.

• AmarketinglistinCRMtoscore.

ScoreaList1. InVersiumPredict,underPredictiveAnalytics,clickScoreLeads.2. ClickBeginScoringLeadsandfollowthewizard.Whenyou’vefinishedthewizard,VersiumPredictstartsscoringtheleadsonyourmarketinglist,andaddingscorestotheCRM.Whenit’sdonescoring,you’llgetanemailwithalinktothescores.Dependingonthesizeofyourlistandhowmanyfieldsyou’veincluded,itcantakesometimetoscorethelist.

FindyourScoredList8. GototheDashboardandselectScoredLeads.

Fine-tuneaScoredLeadslisttoinformyourmarketingstrategyWhenyouopenaScoredLeadslist,you’llseeasummaryofhowtheleadsscoredagainstyourPredictiveModel.UsetheScoreThresholdonthispagetofine-tunewhichleadscorerangegivesyouthebestcost/benefitratio.Thisadjustmentallowsyoutomorepreciselytargetyourmarketingcampaign.


Forexample,youmightlimityourcampaigntoleadswithscoresaboveachosenthreshold,maximizingyourconversionrate,andpotentiallyreducingcostsbyremovingtheleadsthatareleastlikelytorespondfavorably.

Whenyouslidethescorethreshold,VersiumPredictshowsyouthenumberofleadsabovethatscore,theprojectedconversionrate,andtheprojectednumberofleadsthatarepredictedtoconvert.Youcannowsearchforleadsabovethatscorethresholdandbuildalistusingonlythoseleadsmostlikelytoconvert.

DownloadtheScoredLeadsasCSVYoucandownloadyourScoredLeadsasaCSVfile.

1. FromthelistyouwantontheScoredLeadsDashboard,clickActions,andthenselectDownloadCSV.

2. SavetheCSVfile.

MoreonScoredListsFormoreinformationonwhatyoucandowithscoredlists,see:

9. CreateaNewMarketingListfromScoredLeads10. SeetheVersiumPredictScoresforaLead

http://predict-help.versium.com/help/create-a-new-marketing-list-from-scored-leads/

http://predict-help.versium.com/help/see-the-versium-predict-scores-for-a-lead/


CreateaPredictiveListCreatenewmarketingliststhatcontainleadsthathavescoredwellforthebehavioryouwantusingthePredictiveModelsyou’vecreated.YouselectwhetheryouwantabusinessorconsumerlistandselectthePredictiveModelforthebehavioryouwant.VersiumPredictthensearchestheVersiumLifeData®datawarehouseforleadsthatscorehighlyforthatbehavior,andgeneratesanewPredictiveListforyou.

WhatyouneedTogenerateaPredictiveList,you’llneed:

• APredictiveModelforthebehaviorforwhichyou’dliketogenerateamarketinglist.

• Choosewhetheryou’dlikeabusinessorconsumerlist.

BuildaPredictiveList1. InVersiumPredict,underPredictiveAnalytics,clickListBuilder.2. ClickBuildaNewListandfollowthewizard.VersiumPredictstartsbuildingyourPredictiveListfromleadsintheVersiumLifeData®datawarehousethatscorehighlyforthebehaviorsyouwant.Dependingonthesizeofyourlistandotherlistattributes,itcantakesometimetobuildthelist.


FindyourPredictiveList1. GototheDashboardandclickBuiltLists.

WalkthroughyourPredictiveListWhenyouopenaPredictiveListinVersiumPredict,theGeneratedListOverviewshowsyouyourselectedoptions,andstatisticsonthedifferenceinpredictedperformanceforallscoredleadscomparedtotheleadsVersiumPredictincludedonyourlist.

DownloadtheAddedInsightsasCSVYoucandownloadyournewpredictivelistasaCSVfile.1. FromthelistyouwantontheBuiltListsDashboard,clickActions,andthen

selectDownloadCSV.2. SavetheCSVfile.


AddInsightsGetaricherviewonyourcurrentmarketinglistswithinsightsandinformationfromtheVersiumLifeData®datawarehouse.YouprovideamarketinglistfromMicrosoftDynamics365,andVersiumPredictfindsalloftheinformationithasfortheleadsonyourlistandgivesyouDataInsightsonthemakeupofthelist.

YoucandownloadtheenhancedCRMrecordsasaCSVfile,oruploadtheinsightsdirectlybackintothemarketinglistintheCRM.

WhatyouneedTogetDataInsightsforamarketinglist,you’llneedamarketinglistwiththefieldsforthetypeofinsightsyouwanttoadd:

DesiredDataInsights RequiredCRMFields

Business Businessname,andoptionally,Contactnameandemail,plusatleastoneofthefollowing:

• PhoneNumber• PostalAddress• CellPhone• PostalCode

Consumer Person’sname,andatleastoneofthefollowing:

• PostalAddress• PhoneNumber• EmailAddress• PostalCode

FindInsightsonamarketinglist2. InVersiumPredict,underDataInsights,clickAddInsightsandfollowthe

wizard.


Whenyou’vefinishedthewizard,VersiumPredictmatchesleadsonyourlistwithleadsintheVersiumLifeData®datawarehouse,andfindsinsightstoaddtoorupdatetheinformationforentriesinyourmarketinglist.Whenit’sdonefindinginsights,VersiumPredictopensDataInsightsontheDashboardsoyoucanreviewthenewinformation.Dependingonthesizeandcomplexityofyourlist,itcantakesometimetofinish.

Whencomplete,youcan:3. AddtheinsightsbackintothemarketinglistintheCRM.4. DownloadtheenhancedCRMrecordsasaCSVfile.5. ReviewdetailsoftheinsightsfoundontheDashboard.

FindyourDataInsights1. GototheDashboardandunderResults,clickDataInsights.2. Clickonarowtoseematchratesforrecordsinyourmarketinglist.

IntheInCRMcolumn,youcanseethestatusoftheDataInsights:

• Add—ClicktoaddfoundinsightstoyourmarketinglistinCRM.• Pending—Predictisintheprocessofaddinginsights.• Yes—Allinsightshavebeenadded.• No—InsightshavenotbeenaddedtotheCRM.Youcannotaddinsightstolists

thataresharedwithyou.

AddInsightstoyourCRMOnceithasfinishedfindinginsights,PredictcanaddthemtoyourmarketinglistsintheCRM.Foreachtypeofinsightfound(forexample,emailaddressorphonenumber),youcanchoosetonotadd,onlyaddtoemptyfields,ortooverwriteexistingdataintheCRM.

1. GototheDashboardandunderResults,clickDataInsights.2. Findtherowforyournewinsights.3. IntheInCRMcolumn,clickAdd.

Tip—IftheInCRMcolumnshowsPending,yourinsightsarealreadybeingadded,andstillprocessing,socomebacklater.IftheInCRMcolumnshowsYes,thenyou’vealreadyaddedinsightstothislist.IfitshowsNo,it'sasharedlistandyoucan’taddinsightstoit.

4. Choosehowtoaddeachinsightfield:• Donotadd:Donothingwiththisfield.• Onlyaddtoemptyfields:AddthisfieldtothemarketinglistONLYifthe

existingfieldintheCRMisempty.• OverwriteexistingCRMfields:Overwriteexistingfieldswithinsightsdata.Caution!OverwritingexistingdataintheCRMispermanentandcannotbeundone.

5. Whenyouarefinishedselectinghowtoaddeachinsight,clickNextStep.


6. Predictthenshowsyouabout10samplerecordsshowinghowyourselectedinsightswillbeadded.Comparetheaddedinsightsrecordswiththeoriginalrecords,andverifythatthechangesgiveyoutheresultthatyouwant.Ifthey’recorrect,clickAddtoCRM.

7. Ifyouhavechosentooverwritedata,you’llbeaskedtoconfirmtheoverwrite.PredictstartsaddingtherequestedinsightstoyourmarketinglistintheCRM.OntheDashboard,checktheInCRMcolumnforstatus:

• Pending—Insightsarestillbeingadded.• Yes—Allinsightshavebeenadded.

DownloadtheDataInsightsasCSVYoucandownloadyournewdatainsightsasaCSVfile.

1. FromthelistyouwantontheDataInsightsDashboard,clickActions,andthenselectDownloadCSV.

2. SavetheCSVfile.Seealso:MicrosoftDynamics365Help:ImportLeads,Contacts,orotherdata

ReviewyourInsightsWhenyouopenaDataInsightslistinVersiumPredict,yougetthetopfieldmatchratesfortheaddedinsights.

https://www.microsoft.com/en-us/Dynamics/crm-customer-center/import-accounts-leads-or-other-data.aspx


SeeDatafinderInsightsYoucanviewnewinsightsaboutyourAccounts,Contacts,andLeadsdirectlyintheCRM.

1. OpenarecordintheCRM.2. ScrolldowntotheDatafindersection.Inthissection,youseedatacardsforvariouscategoriesofdatathatDatafinderhasforthatparticularrecord.

Thedatacardsyouseevarybasedonwhethertherecordisforabusinessorconsumer,andontheinformationavailableforthatrecordintheVersiumdatabase.Someofthecardsyoumightseeare:

• BusinessContactInformation• CurrentEmployer• Firmographics• BusinessFinancial• PersonalContactInformation• ConsumerDemographics• InterestsandActivities• HouseholdFinancial

AddDatafinderInsightstoaSingleRecordintheCRM1. OpenAccounts,ContactsorLeadsinDynamics365andopenasinglerecordthat

containsDatafinderinsights.2. Oncetherecordloads,scrolldownuntilyouseetheDatafindersection.3. IfyouwouldliketoaddthedatatoyourCRMrecord,intheupperrightofthe

Datafindersection,clickUpdatetoCRM.4. ChecktheboxesforthedataattributesyouwantintheCRM.5. ClickUpdate.

predict by versium user guide-1.9 - microsoft azure...2015/10/01 · predictive models, scored...

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