This document discusses how machine learning can help companies move beyond basic targeting and accelerate sales. It provides examples of how machine learning has helped companies improve product propensity modeling to identify prospects likely to need their products, and response propensity modeling to ensure marketing dollars are spent on prospects most likely to respond. The document argues that machine learning capabilities are essential for companies to stay competitive by helping with tasks like recommendations, text analysis, targeting, image analysis, anomaly detection, and customer analytics.

1. Move Beyond Basic
Targeting and Accelerate
Sales with Help from
Machine Learning
KELLEY GAZDAK
GlobalVice President,Data & Analytic Solutions
PUBLIC

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Embracing and Acting On the Big Trends
Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning
DATA ACCESSIBLITY
TECHNOLOGY
ADVANCES
SPEED MATTERS IN
BUSI NESS
The volume and variety of data
continues to increase.
Machines now have ability to
not only automate tasks, but
can be trained to make logical,
precise decisions.
Data changes quickly. Buyer
profiles continually evolve.
Making high-quality, high
velocity decisions puts you
ahead.

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Analytics is transforming how business decisions are made
REGULATIONS
INCREASE IN
COMPETITION
NEW
TECHNOLOGIES
ALTERNATIVE
DATA
SOURCES
GLOBALIZATION
UNSTRUCTURED
DATA
DATA
OVERLOAD
ANTICIPATORY
ANALYTICS
OPEN
SOURCE
Artificial Intelligence is disrupting “Traditional Analytics”
Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning

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Artificial Intelligence…Machine Learning…
Deep Learning
Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning
A R T I F I C I A L I N T E L L I G E N C E
M A C H I N E L E A R N I N G
D E E P
L E A R N I N G
Machines/Devices designed to act intelligently
Current State of the Art – machines are able to learn
and adapt from experience; Being used to solve real
world problems that mimics our decision making
Cutting Edge – uses a subset of Machine Learning tools
and techniques and applies them to solving any problem
which requires thought

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Many companies are recognizing significant benefits
with the use of Machine Learning
Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning
Leveraging across the enterprise
MODEL
PERFORMANCE
SPEED TO
MARKET
CONTINUOUS
LEARNING

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Machine Learning capabilities are essential to stay
competitive in serving multiple use cases
Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning
RECOMMENDATIONS TEXT ANALYSIS TARGETING IMAGE ANALYSIS
ANOMALY
DETECTION
CUSTOMER
ANALYTICS
– Personalized
marketing models
– Keyword detection
– Sentiment analysis
– Prospecting &
Response
– Product
Recommendations
– Ad Targeting
Segmentation
– Web Behavior
– Image recognition – IoT analytics
– Fraud detection
– Credit scoring
models
– Churn/Retention

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Lead generation is a big challenge for marketers…
Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning
of B2B marketers
are unable to
identify the most
likely buyers
CMO.com
of CMOs are
under more
pressure to deliver
measurable ROI
of Marketing
Qualified Leads
(MQL’s) will never
close
Aberdeen Group Study
93% 48%94%
B2B Lead Generation trend report (LinkedIn)
Sirius Decisions Study

8. Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning
Let’s see how Dun & Bradstreet has utilized
machine learning to drive Precision Targeting
and fuel Sales Acceleration

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Machine Learning can be applied to your targeting
strategy to drive competitive advantage
Marketable Base
Propensity to Buy
Value Estimation
Propensity to Respond
Drive Sales
Effectiveness
Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning
High Value Prospects
Reach out to
the Right
Businesses
With the
Right Message
At the
Right Time

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Customers need prospect lists specific to their use cases
Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning
PROBLEM #1
Product Propensity
PROBLEM #2
Response Propensity
How do I sort through millions of
businesses to find the prospects who likely
need my products and services ?
How do I ensure that I spend my marketing
dollars wisely on prospects who are most
likely to respond to me ?

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Driving revenue with product propensity
Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning
Tax Compliance
Software Company
With multiple products
and services
Need to find new
prospects
Aggressive growth
mandate
Cut model development time
Reduced 4M leads to 800K highly qualified
Increase in Sales qualified leads
Improved conversation rates
RESULTS:

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Accelerating sales with response propensity
Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning
Alternative Lender With multiple lending
products and services
Low response rates on
their marketing campaigns
Aggressive growth
mandate
Cut model development time
~20% lift in Response capture performance over traditional modeling methods
20% - 60% increase in Campaign Response Rates
RESULTS:

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Machine Learning Considerations
Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning
Should be applied to use
cases that have some
allowance for error
Many are black boxes
Quality of input data is
still critical
(Garbage in…Garbage
out)
Still requires human
intervention to determine
the right sample set, right
sources, ensure the data
is clean and use the right
algorithms

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Q A
Move Beyond Basic Targeting and Accelerate Sales with Help From Machine Learning

15. Presenter Contact Information
KELLEY GAZDAK
GlobalVice President, Data & Analytic Solutions
Dun & Bradstreet
Gazdakk@dnb.com
+1-212-768-6446

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ThankYou