Lead scores in Google Cloud SQL (Postgres)

Why use predictions for lead scores?

Knowing which leads are worth chasing–and which aren't–is key to keeping your teams focused and efficient in driving revenue.

The most effective way to predict a lead's likelihood to buy is with machine learning. With machine learning, you can ingest your lead lists as they come in, predict their likelihood to buy based on the historical data of similar shoppers, and plug the highest-scoring leads right back into your stack, no PhD required. No more time wasted on leads that were never going to convert in the first place.

Faraday makes predicting likelihood to buy for your leads intuitive & easy, and delivering them to any channel in your stack a breeze.

With lead score predictions in Google Cloud SQL (Postgres), you'll give your team the ability to focus on only the leads most likely to convert.

Follow the steps below to get your lead scores predictions into your Google Cloud SQL (Postgres) account.

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In this guide, we'll show you how to:

• Organize your customer data into cohorts
• Describe predictive models for lead scores with outcomes
• Deploy lead scores predictions to Google Cloud SQL (Postgres) using Pipelines

Getting started with lead scores in Google Cloud SQL (Postgres)

Make sure you have a Faraday account (signup is free!) and that it's not in test mode.

Requirements for this lead scores recipe

You'll need the following cohorts available in your Faraday account:

• A cohort representing your leads — or create one first
• A cohort representing your customers — or create one first

You'll also need the following connections available in your Faraday account:

• Google Cloud SQL (Postgres) — or create one first

Building predictions for lead scores in Google Cloud SQL (Postgres)

Now you'll create the prediction objective(s) necessary to complete this use case with Faraday.

Describe your lead scores predictions with outcomes

Outcomes use machine learning to predict whether or not people will exhibit a certain behavior.

Creating an outcome for likelihood to convert.

Let's make an outcome for likelihood to convert.

• In the navigation sidebar, choose Outcomes.
• Click the New outcome button.
• Fill out the form:
  • For Eligibility cohort, pick the cohort that best represents your leads.
  • For Attainment cohort, pick the cohort that best represents your customers.
  • Leave Attrition cohort blank.
  • Skip over Trait blocking.
  • Enter a memorable name, like "Likelihood to convert".
• Click the Save outcome button.

Faraday will do some magic in the background, so you can proceed with the rest of the instructions. When your outcome is done building, you'll get an email, and you can review your outcome.

Using Pipelines to deploy predictions to your stack

Now you'll configure the pipeline that deploys your predictions to gcp_cloud_sql_postgres.

Create your pipeline for lead scores in Google Cloud SQL (Postgres)

• In the navigation sidebar, choose Pipelines.
• Click the New Pipeline button.
• Fill out the form:
  • For Payload, choose the following:
    • Outcome: Likelihood to convert
  • For Population to include, choose the following:
    • A cohort representing your leads
  • Enter a memorable name, like "Lead scores in Google Cloud SQL (Postgres)".
• Click the Save pipeline button.

Your pipeline will start building in the background. You can proceed immediately with the next set of instructions.

Deploying your pipeline to Google Cloud SQL (Postgres)

Google Cloud SQL (Postgres)

• In the Deployment area, find the Google Cloud SQL (Postgres) module and click Add.
• Fill out the popup:
  • Provide the specified parameters for Google Cloud SQL (Postgres).
  • Click Next.
  • Choose the Identified option.
• Click the Next button.
• Skip the "Advanced Settings" by clicking the Finish button.
• Click the Finish button.
• Click the Test deployment button and confirm the results meet your expectations. Faraday will finish building your pipeline in the background. When it's done, you'll get an email—return to the pipeline and click the Enable pipeline button to activate it.

How to use your lead scores predictions in Google Cloud SQL (Postgres)

With your pipeline deployed, your lead scores are loaded into a CSV and ready to be plugged into your favorite marketing activation platform, where you can kick off a campaign to target only the best leads.

🔒 It's a best practice to permanently delete any file that contains personally identifiable information (PII) after use. Any deployment from Faraday that is unhashed contains PII, and should be deleted after uploading it to your destination for security purposes.