Dive Brief:

• Versium has released a predictive marketing platform called LifeData Predictive Lead Score designed to use big data to increase conversion rates for campaigns.
• The platform aggregates consumer and business behavioral data based around over one trillion consumer and business attributes, and scores campaigns in real-time, uncovering leads most likely to convert.
• It is self-serving on the user end and allows marketers to build predictive models through machine learning and big data.

Dive Insight:

"Machine learning is an evolutionary step from traditional 'rules-based' predictive models. By automating this process, we are providing marketing agencies and enterprises a tremendous competitive advantage in the growing field of predictive marketing," Chris Matty, founder and CEO of Versium, said in a statement.

The platform addresses the big data issue facing marketers today. 

Matty added, "Organizations are drowning in data while starving for actionable data intelligence. Our Predictive Lead Score service addresses this pain by delivering accurate predictive intelligence automatically, much faster and at a fraction of the cost of alternative solutions. Most importantly, customers using our Predictive Lead Score service are seeing increased conversion rates as high as 900%."

According to Venture Beat, research from Econsultancy and Ensighten found that 62% of companies feel overwhelmed by the volume of incoming data, and 85% report they aren’t getting full value from their data sources.

Doug Bewsher, Leadspace CEO, told Marketing Dive in December, “We’ve accepted business analytics as a method to make data-driven decisions, and it’s increasingly being used for process improvement. In 2016, we’ll see more and more companies adopt predictive analytics to find better prospects and drive more pipeline.”