摘要: In this special guest feature, Geoff Birnes, SVP of Customer Engagement at Atrium, discusses how the CRM space is being completely altered by the introduction of machine learning, data analytics and advanced AI.

 

 

As a co-founder and SVP of Customer Engagement, Geoff is responsible for Atrium’s customer outcomes. Geoff brings extensive experience in large scale business transformation programs across sales, marketing, service and middle office. Geoff attended Penn State University where he earned a B.S. in Engineering.

The CRM space is being completely altered by the introduction of machine learning, data analytics and advanced AI. Traditionally, the world of CRM has been focused on data storage and minimal engagement, but now there is an opportunity to create full-scale systems of intelligence. Organizations can take advantage of their data and gain valuable insights leading too precise, actionable forecasts.

There are two extremely powerful forecasting methods that businesses can use: top-down and bottom-up. These approaches can be used individually or combined. Both answer questions about the future but require different types of data and help answer different types of questions.

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