Redmond’s Versium, a leading predictive analytics company, on Wednesday announced plans to collaborate with Microsoft on integration of Versium Predict, Versium’s automated predictive analytics solution, into Microsoft Dynamics 365 for Sales.

The integration will allow Dynamics 365 for Sales users to quickly build customized predictive models that score and prioritize leads, enabling sales and marketing to know in advance which consumers and businesses are most likely to purchase their products or services. The integration will also generate new, highly targeted prospect lists from the predictive model to drive campaigns, including email, phone, direct mail and display audiences, with increased customer conversion.

Using the customer data already available in Dynamics 365 for Sales, Versium Predict first enriches each contact with thousands of new attributes from Versium’s extensive LifeData® warehouse and then uses machine learning to build the models without requiring data scientists. This automated process allows sales and marketing to easily incorporate the power of predictive analytics into their everyday workflow to acquire, upsell and cross-sell customers.

“By automating the predictive analytics process and leveraging our LifeData, Versium Predict removes the dependencies on data science professionals and turns Dynamics into the most intelligent CRM (customer relationship management) in the industry,” said Chris Matty, founder and CEO of Versium.

“Historically people have thought of CRM as a largely reactive workflow application, but our automated, predictive analytics technology transforms it into a intelligent, proactive sales and marketing application,” Matty added.

Versium Predict is designed to be seamlessly integrated into Microsoft Dynamics 365 for Sales, allowing businesses to:

• Quickly build powerful predictive models through an automated, on demand interface

• Prioritize leads with the highest propensity to purchase or engage

• Create new highly targeted prospect lists and customized audiences to support email, direct mail and online display advertising campaigns

“Microsoft is committed to bringing innovation to the CRM market. Versium Predict is a premier solution that fully automates predictive lead scoring and prospect list generation leveraging vast volumes of both business and consumer data. ” said Jujhar Singh, corporate vice president, Microsoft Dynamics CRM. “With this solution integrated into Dynamics 365 for Sales, our customers will be better positioned to target the most likely buyers of their products and services.”

Added Matty: “For the first time, Dynamics users are able to leverage the power of machine learning-based models that turn Dynamics into the most intelligent CRM in the industry today without the need to engage data science teams.”

Matty noted that this offering is the first to leverage both business and consumer data, including more than 1 trillion LifeData attributes, which produce the industry’s most powerful predictive lead scoring models.

“This is a game-changer for CRM,” Matty said.