Predictive analytics company Versium today announced it would collaborate with Microsoft to integrate Versium Predict into Microsoft Dynamics 365 for Sales.

Users of Dynamics 365 for Sales will be able to custom build predictive models that will score and prioritize leads. In advance, sales and marketing will be able to know which customers and businesses are most likely to purchase products and services. The integration will also generate targeted prospect lists from a predictive model.

Versium also brings LifeData to Dynamics 365 for Sales. LifeData is Versium’s data warehouse, where more than 9,200 files are indexed and aggregated.

According to Versium, LifeData is gathered through “real life events, actions, and activities.” These data points include such things as: demographics, contact details, purchase interests, and education level, among others.

“By automating the predictive analytics process and leveraging our LifeData, Versium Predict removes the dependencies on data science professionals and turns Dynamics into the most intelligent CRM in the industry,” said Chris Matty, founder and CEO of Versium. “We are very excited to be working with Microsoft and look forward to helping Dynamics customers exceed their sales and marketing goals.”

Versium Predicts will be seamlessly integrated with the Dynamics 365 for Sales product. Businesses will be able to build predictive models, prioritize leads, and create targeted prospect lists.