AI and the CRM Wars
Microsoft continues to prepare for the inevitable CRM software wars.
The company recently announced an integration with predictive analytics firm Versium that will bring automated, predictive marketing capabilities to its soon-to-be-released Microsoft Dynamics 365 offering.
Versium powers LifeData, a database of more than 1 trillion consumer and business data attributes, ranging across both online and offline behavior. These data characteristics, such as demographic or financial information, are then matched to a company’s internal data and applied with machine-learning algorithms to improve customer acquisition and retention.
The Microsoft integration will essentially apply the LifeData database to customer data already available in Dynamics 365, allowing users to construct predictive models to create new, data-driven and targeted prospect lists of those who are most likely to engage and/or purchase. The application can create targeted lists across email, direct mail and online display advertising campaigns.
Microsoft has indicated that the first components of Dynamics 365 will start arriving Nov. 1.
With Salesforce introducing its Einstein offering recently, it clear that the CRM wars in many ways will be fought with AI.