Logo
BodyBGTop
Birst Bolsters Predictive Analytics for Sales
Predictive analysis of transactional data improves sales performance.
Posted Dec 13, 2012
Page 1



Business analytics provider Birst has released an updated version of its Birst for Sales Analytics solution, signifying a move to put deeper predictive modeling into the hands of business users.

Birst focuses on making sense of the mound of structured data housed in CRM and ERP applications and databases like Salesforce.com, NetSuite, Microsoft Dynamics, SugarCRM, Siebel, and SAP. This data, according to Birst cofounder and CEO Brad Peters, is transaction-based and less rooted in analysis. What Birst for Sales Analytics seeks to do is "put something in front of a sales rep from a reasonably sized division of a company that's going to tell him, 'Out of 4,000 customers, these are the deals most likely to close and this is what you should be talking to them about.'"

Predictive analysis of the sales process can drive sales performance and a more accurate pipeline forecast, the company claims. Independent research consultancy CSO Insights has found that 71 percent of companies expect high-volume data, or big data, to significantly impact their sales. It also found the average sales rep can rely on data and information from up to 15 internal and external sources.

Though the definition of big data reaches beyond the data housed in a structured system, Peters says his company's focal point is not the unstructured set, such as that recorded in social media channels. Instead, he says, "we're going after the stuff like, 'What did people buy?' 'How much did they buy?' 'What are buyers' characteristics and attributes?'"

Standard sales force automation tools provide the reporting capabilities sales teams need, but Peters says Birst customers are asking for ways to combine their Salesforce.com data with the data from their commerce platforms to turn contact history and orders and transaction data into insights that can impact the sales process. Specific to Salesforce.com users, the latest update has an integration with collaboration tool Chatter, as well as a VisualForce framework to embed graphics and reports directly into Salesforce.com Opportunity and Account screens.

Birst, which raised $26 million in funding from Sequoia Capital this May, according to AllThingsD, has experienced the most traction in growing lines of business in large companies and within growing midsize organizations, Peters says. Heaviest adoption, so far, has been from technology companies, ecommerce, and financial services.


Page 1
To contact the editors, please email editor@destinationCRM.com
Every month, CRM magazine covers the customer relationship management industry and beyond. To subscribe, please visit http://www.destinationCRM.com/subscribe/.
Learn more about the companies mentioned in this article in the destinationCRM Buyer's Guide:
{0}
Related Articles
Many feel access to a variety of data sources can also mean missed opportunities, report finds.
The infusion of cash will help the big data applications provider accelerate growth and expand its product portfolio.
New application lets companies derive insight from big data.
Predictive analytics drive high-value lifetime customers.
Investment matches the surge in the predictive solutions market.
Look to custom sales protocols to expedite sales and improve productivity.
Look to uplift modeling to predict customer actions.
 
Search
Popular Articles
 

BodyBGRight
Home | Get CRM Magazine | CRM eWeekly | CRM Topic Centers | CRM Industry Solutions | CRM News | Viewpoints | Web Events | Events Calendar
DestinationCRM.com RSS Feeds RSS Feeds | About destinationCRM | Advertise | Getting Covered | Report Problems | Contact Us