There’s a lot going on in closing the gap between online signals about the behavior of prospects to accelerate sales cycles. This conversation is a fascinating view into that world.
Sramana Mitra: Let’s start by having you introduce yourself as well as MRP to our audience.
Jim Regan: I’m the Co-Founder and CMO of MRP. We’ve been in business now for 16 years. We have about 600 employees and around 10 offices around the world. We work with 19 of the 20 largest technology companies in the world. Our focus is on these early technology adopters.
Sramana Mitra: What do you do?
Jim Regan: MRP does something called predictive customer acquisition. We help these large technology companies implement machine learning algorithms at the heart of their sales and marketing operations. We help these organizations transform into truly data-driven organizations using our core technology and the power of Big Data to drive their customer engagement efforts.
Sramana Mitra: What is the touch point? Where do you plug in? What are the interfaces? What other systems are you interfacing with?
Jim Regan: We’re sitting in between their CRM system, their marketing automation platform, and maybe their data management platform. We’re sitting between all of those platforms, pulling data out of those platforms, and then adding it to the Big Data feed that we have through our integrations directly with the ad exchanges. Through this, we’re trying to provide context into the behavior of the accounts that they’re interested in and trying to make sure we’re helping them engage their potential customers at just the right time based on the predictions from all of these different inputs. Then we’re pushing data out into all of these current customer engagement systems that utilize it.
Sramana Mitra: Let’s double-click down and take an example. Let’s do a use case, in slightly more detail, on what data are you drawing from? What heuristics are you applying to them? What are the actionable things that are happening in this work flow?
Jim Regan: Our primary data source is the bid logs from the ad exchanges. This is very interesting. Who’s clicking on banner ads any more? They’ve really migrated to the brand type advertising as opposed to customer acquisition. The bid logs are happening every millisecond.
That string of data tells you a lot about an organization in a particular location within a particular buying center where the research is being focused. It can tell you what content they’re consuming online. Our work is to take that raw data and then marry it with their CRM data, marketing automation data, and any additional input that we can get our hands on that we think helps clarify the picture of what an organization intends to do.
Sramana Mitra: Are you talking about Big Data or bid data?
Jim Regan: I’m talking about both.