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Decision Management with eBureau
Author: Mike Bleakmore, Director of Product Marketing
February 24, 2010

We recently spoke with James Taylor, formerly a Vice President at FICO®, and now an active blogger, author, and frequent speaker at Predictive Analytics World. He posted a summary of our conversation on his blog, JT on EDM (Everything Decision Management). James is a well respected expert on decision management and has been published in “The Business Rules Revolution: Doing Business The Right Way,” “Business Intelligence Implementation : Issues and Perspectives,” and is the co-author of “Smart (Enough) Systems: How to Deliver Competitive Advantage by Automating Hidden Decisions”.

James has seen countless examples of predictive analytics used in operations and risk scenarios, for example. But, marketing is only just beginning to harness the power of real-time predictive analytics. As customer acquisition increasingly moves online and direct marketers become interactive marketers, business decisions need to be made in real-time and decisive action taken when a prospective customer expresses interest or intent.

How are you leveraging data and analytics to improve your marketing decisions? Please leave a comment below. 

 

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Best Practices for Generating High Scoring Leads
Author: David Dowhan, Executive Vice President, Business Development
February 02, 2010

As I wrote in my previous post, the appropriate level of transparency in a lead scoring model must be actionable to the lead generation ecosystem and must not compromise the integrity of the lead generation process. It’s important to understand that there is no easy answer, or “smoking gun”, to why a particular lead scores high or low. A lead prospect’s decision to buy a particular product or service is complicated and influenced by many factors. Why would a tool which accurately predicts this behavior be any different?

Below, I’ve outlined some important ways lead providers can improve actionability and performance of leads at each level of the modeling process. You can read the full MediaPost story here.

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Q & A's on Lead Generation Effectiveness
Author: Marketing Team
January 08, 2010

IAB recently hosted a members only webinar entitled “Using Predictive Analytics to Move the Performance Needle in Lead Generation and Ad Targeting.”

eBureau’s David Dowhan, SVP of Online Markets and Jeff Liebl, VP of Sales and Marketing spoke to a few important aspects related to the Lead Gen industry such as:

  • the difference between lead scoring and verification
  • moving the needle with lead scoring from the buyer and seller perspective
  • predictive scoring as it relates to display advertising
  • changing how CPM media is bought and sold

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100% Transparency Is Not The Right Answer
Author: David Dowhan, Executive Vice President, Business Development
November 05, 2009

Having some level of transparency into the drivers behind a lead score is important for both buyers and sellers of leads. Lead scoring is an important tool to measure the quality of leads coming through the door today and can help both buyers and sellers improve the quality of those leads and boost the sales rate. Anyone purchasing a lead score should have a good understanding of the key drivers of a lead score and, more importantly, what specific actions they can take to improve lead quality. With this in mind, I do not believe that 100% transparency to all members of the ecosystem is necessarily the right answer.

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J.D. Power & Associates Roundtable: Ad dollars moving online in a big way
Author: David Dowhan, Executive Vice President, Business Development
October 22, 2009

I had the pleasure of attending the J.D. Power and Associates 2009 Automotive Internet Roundtable in Las Vegas this past week. When most conferences are struggling for attendees in the tighter economy, the Automotive Roundtable was completely sold out with more than 900+ attendees. The fact that the conference was full speaks volumes to how important the Internet is becoming to selling cars.

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Laureate Education Features Lead Scoring Case Study at PAW
Author: Jeff Liebl, Executive Vice President, Marketing & Product Sales
October 07, 2009

Predictive Analytics WorldOur good friends at Laureate Education, owners of Walden University and other for-profit schools, are speaking about their experience of deploying education lead quality scoring at the upcoming Predictive Analytics World conference in Washington DC later this month. 

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Capital Support Lends Its Hand To Future Innovation
Author: Jeff Liebl, Executive Vice President, Marketing & Product Sales
September 28, 2009

Tenaya CapitalToday we announced $10M in funding we received through an investment round led by Tenaya Capital, venture capital firm that invests in a wide range of high-growth technology / Internet companies.  Tenaya is located on the famed Sand Hill Road, Menlo Park community of venture capitalists;  they came up to Minnesota, and liked what they saw and heard.   Our existing investors, Split Rock and Redpoint also participated in the round.  Ben Boyer of Tenaya has  joined our Board of Directors.  We're happy to have him aboard! 

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Breaking Blog Ground
Author: Jeff Liebl, Executive Vice President, Marketing & Product Sales
September 24, 2009

Given the amount of "noise" being made out there, on every corporate website, within every social networking tool available, you wonder how much any one voice is being heard. Nonetheless, we decided it was time to take one more slice of the pie for the sake of being heard; whatever that might mean, we have yet to find out.

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