Predictive analytics firms like EverString use computer models to make predictions about which businesses might buy your B2B products and services, based on patterns found in different kinds of data.
As CEO and co-founder JJ Kardwell told me, his company and its competitors had been focused on creating the best computer models they could, and the data they all used was something of a “commodity.” In EverString’s case, it got data about businesses by web crawling, by buying data from providers like Dunn & Broadstreet and by creating data through machine learning, such as classifications.
But, he said, the accuracy left something to be desired. At the scale of millions of accounts, he said, firmographic data generally was only about 42 percent accurate. Here’s the kind of account data EverString needs to generate, in this case about Marketo:
So, about 18 months ago, EverString decided to get into the data business, and this week it’s announcing its Data Platform.
The result, Kardwell claimed, is that EverString is now creating the cleanest source of account-based data on the planet, more than 90 percent accurate across millions of companies.
[Read the full article on MarTech Today.]
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.