To help the sales and marketing team engage appropriately with their customer base, VMware's data science team needed a platform that would allow quickly building predictive lead scoring and pipeline forecasting models without having to repeat work for every sales region. They also needed a solution that made it easy to push scored leads from the marketing automation system to the sales team. Because the data science team is global, collaboration and project management features were a clear need, as was an extensible platform that could implement already existing lead scoring models and use data from existing database and Hadoop environments.
With TIBCO Spotfire® Data Science, VMware's global data science team can now create, track, version control, and collaborate on all lead scoring and pipeline forecasting models, and move through ETL, modeling, and production processes without getting stuck at the build stage. Scored leads produced by the models, along with targeted information about leads, pricing, and packaging, are pushed directly into the marketing automation system onto the appropriate sales personnel.