• by Jess Nelson , February 1, 2016

Data technology company Versium unveiled a new predictive marketing platform this week powered by machine learning. 

The new predictive platform, LifeData Predictive Lead Score, utilizes behavioral data to uncover new leads that are most likely to convert to a sale. Versium aggregates both consumer and business behavioral data in real-time to build predictive algorithms. The predictions are backed by the company’s proprietary LifeData warehouse of over one trillion data points, including demographics, online behavioral data, purchase interests and geo-targeted real-time event data.

LifeData Predictive Lead Score adds three main features to Versium’s repertoire: an automated self-service predictive model builder, real-time lead scoring and scored prospect lists that enable companies to rank leads by priority and by those most likely to convert.

The unique element of Versium’s new offering is the automated self-service feature, which allows marketers without any coding or data science expertise to tap into the potentials of prediction-based marketing.

Data is a catalyst for marketing revenue. An Aberdeen Group study suggests that content marketers who use data can seen an increase on investment by 500%. Marketers are also three times more likely to make a sale when incorporating data into their campaigns.

Versium might be fruitful for the legions of marketers who still struggle to integrate their data from various siloed sources.

Only 5% of marketers responded that they had mastered the ability to leverage data to predict the customer journey in a recent survey of 150 senior marketing executives by the CMO Council.