AI-Driven Marketing Offers High Hopes to B2B Firms Marketing

Versium on Tuesday announced a partnership with LiveRamp, an Axiom company, to launch artificial intelligence-powered B2B audience segments,as part of a new business-to-business data management platform. The partnership will let companies perform online targeting of offline business professional data that often is housed within their own CRM systems. LiveRamp customers will get access to Versium's modeling engine to create custom audiences optimized for their likelihood of engagement. Versium will also offer unique business and consumer audiences built from its extensive LifeData Warehouse, which contains more than 1.5 trillion proprietary consumer and business professional behavioral data attributes, including social-graphic details, real-time event-based data, purchase interests, financial information, activities, skills and demographics. When those attributes are matched to an enterprise's internal data and used in Versium's machine learning models, clients improve customer acquisition, retention and cross-sell and upsell marketing activities, the company said.