How an agile data-lake is powering the science behind predictive marketing

The company you work for probably doesn’t know much about its potential customers. Right now, most of your understanding about prospective leads is pulled together piecemeal manually by combining SalesForce lists, LinkedIn data and personal experience. You can’t really tell the difference between a good lead, meaning one that is sales-ready, or a lead that requires significant  nurturing. Or, for that matter, a terrible lead that will never buy anything at all. But at what cost? Sirius Decisions studies show that more than 95 per cent of marketing leads never convert to customers. This erodes the relationship between sales and marketing and wastes precious budget dollars on low efficiency programs and campaigns. But that’s OK, right? This approach has been working for you guys since the 90s. Well it won’t…


Link to Full Article: How an agile data-lake is powering the science behind predictive marketing