Predictive and AI: Leveraging the Past to Guide the Future of Business

By Eric Berridge

GDJ / Pixabay

It’s safe to say that the next generation of successful businesses will look to Augmented Intelligence (AI) to revolutionize their entire organization. Look no further than IBM and Salesforce’s landmark global strategic partnership, which will seamlessly connect IBM Watson and Salesforce Einstein to enable new levels of intelligent customer engagement for companies of all sizes. Rather than be isolated to databases, pulled by queries in response to an ask, data is being integrated throughout an organization’s business processes–across Service, Sales, Marketing, and IT–turned into actionable and predictive analytics by intelligent customer and employee-facing apps.

However, the conversation in today’s global market pivots around not how much data an organization captures, but how it leverages that data to get closer to its customers while maintaining scalability across the enterprise. Data intelligence is powering a new kind of business-customer relationship, based on delivering personal, simple, and consistent experiences. This isn’t black magic, but solid science that can be grasped, tamed, and applied to a wide range of problems managers face all the time. Those who embrace this data intelligence revolution will lead the way to becoming a customer-obsessed business. Those who don’t will scramble to play catch-up and wonder how the others did it.

One such company that is embracing AI to transform business is InsideSales.com, whose sales lead management software is powered by a predictive and prescriptive self-learning engine. I had the opportunity to chat with its CMO, Mick Hollison, to discuss the value of analytics.

There are a ton of conversations going on around data right now, and the first thing I want to address is this concept of predictive. Everyone says predictive, but what does that mean to you?

Mick Hollison: There’s a quote by Spanish philosopher and poet George Santayana that I think is pretty apt for this discussion: “Those who forget history are doomed to repeat it.” To me, predictive is about seeing into the future through the lens of the past. What’s interesting and new about that—and why it’s so important today—is that the advent of big data has made it possible to almost infinitely see into the past, whether that’s a past sales interaction or past customer engagement. In the end, predictive is about leveraging past insights to help guide you into the future.

Dialing it back to today, the terms analytics, big data, predictive and now AI are the latest buzzwords. You and I have been around long enough to know that once the buzzwords start hitting, it gets difficult for customers to figure out their true paths. What key attributes should buyers and decision makers take into consideration as they start to make investments in these types of technologies?

MH: The first is painfully apparent, but people love to ignore the obvious, so let’s start there. Is the company from whom you’re buying tools and tech built to last, or does it just have a new widget that solves a single pain point?

Second, infrastructure and security need to be rock solid. InsideSales.com anonymizes buyer profiles, Go to the full article.

Source:: Business 2 Community

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