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Leads are the lifeblood of any business. No matter the size of the firm or the marketing budget, targeting the right prospects is a key priority for lenders in the financial sector, too, where competition for new customers is fierce. A US-based provider of innovative marketing services to banks and other financial institutions was using the power of ML to take lenders to the leads that matter. Specifically, they offered ML-powered direct mail lists for mail marketing campaigns. The company had an engineering team that maintained a data warehouse storing raw customer data. However, they had to outsource data science services to a vendor for ML-driven lead scoring to rank prospective customers who are most likely to convert. The external vendor’s ML approach to lead scoring was what the client called a black box for them, with the processes from input to output lacking any transparency. The client wanted to bring ML capabilities for marketing in-house and was looking for a trusted partner in ML development. They found us.