Lead scoring

Many organizations score leads based on their activities (such as the pages they look at, if they download whitepapers or if they click on a link in an email). This helps prioritize those leads that are most likely to purchase. However, these scores are purely based on past actions. The real goal is to prioritize those prospects most likely to close in the near term. AI can use the same data to produce more accurate scores.

Overview

Predict the likelihood of a prospect closing or the expected value of a prospect to prioritize leads.

TARGET

Does a lead close or what is the deal size for the prospect

Challenge

Many companies start lead scoring with the data contained in the CRM. This data needs to be merged with the marketing data (which itself needs to be aggregated) to add the effect of outbound message on the leads. Next, web analytics data (again aggregated) should be joined as understanding the customers search for information on the website can provide key information about purchase intention. All this data needs to be cleaned, joined and transformed into valuable ML features before going into model training. This pre-modeling prep process can be frustrating and time consuming. We are here to help.

Modeling techniques and libraries

Machine learning analysis

Build machine learning models to predict the target as a function of the independent variables. Use model interpretability packages to evaluate the impact of the independent variables on the prediction.

Packages:
  • Sklearn
  • ELI5
  • LIME
  • SHAP

Data features

# of Blogs Viewed
Web Analytics DB
Data Type
Continuous
Target
No
Yes
# of Content Downloads
Marketing DB
Data Type
Continuous
Target
No
Yes
# of E-mails Opened
Marketing DB
Data Type
Continuous
Target
No
Yes
# of Pages per Session
Web Analytics DB
Data Type
Continuous
Target
No
Yes
# of Phone Calls
Marketing DB
Data Type
Continuous
Target
No
Yes
# of Videos Viewed
Web Analytics DB
Data Type
Continuous
Target
No
Yes
# of Webinars Attended
Marketing DB
Data Type
Continuous
Target
No
Yes
# of Webinars Registered
Marketing DB
Data Type
Continuous
Target
No
Yes
# of Website Sessions
Web Analytics DB
Data Type
Continuous
Target
No
Yes
# of Website Views
Web Analytics DB
Data Type
Continuous
Target
No
Yes
# of Whitepapers Viewed
Web Analytics DB
Data Type
Continuous
Target
No
Yes
# of in-person events attended
Marketing DB
Data Type
Continuous
Target
No
Yes

Related accelerators

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