Data Studio
No-code predictive scoring that tells your team exactly which leads, accounts, and users to go after next.
Data Studio is HG Insights' no-code predictive lead and account scoring Copilot, part of the HG Insights Contextual Intelligence Platform. It builds Fit and Engagement (Likelihood to Buy) models from a company's CRM data, historical conversions, and HG's Contextual Intelligence, so RevOps and marketing teams can easily rank leads, accounts, and product users.
What Predictive Scoring Challenges Does Data Studio Solve?
Outdated scoring logic
Point-based lead scoring isn't built on real CRM outcomes. It takes time to build, and stays wrong till fixed. The main problem is that the scoring was never tied to what actually converted for the business.
Black-box rankings
If a score can't explain why an account ranked high or low, RevOps can't defend it to sales or fix it when it's wrong.
Scoring drift
A scoring model set once and left alone ignores shifting markets and pipeline changes. It gets less accurate every quarter it's left untouched.
Siloed workflows
If scoring is hard to update across the CRM and other GTM tools, the ranked list stays stuck in one system instead of reaching everywhere sellers work.
What Does Data Studio Deliver?
Lets RevOps and marketing teams build and tune “Customer Fit”, and “Engagement” scoring without data engineers.
Transparent AI scoring models where every score traces back to specific signals, rules, and weights.
Shows how many leads would move between score tiers (‘A’, ‘B’, ‘C’, ‘D’) before you publish a change.
Multi-model machine learning trained on first-party historical CRM and Fabric data that predicts conversion, cross-sell, and up-sell.
Scores accounts against Fabric's full account intelligence, ranking accounts before they ever enter a CRM.
Connects to Salesforce, HubSpot, Salesloft, Outreach, Gong, HG Agents, and HG MCP Server.
What Does Data Studio Do?
Data Studio builds and tunes predictive scoring models in a no-code interface, so a RevOps and marketing operations doesn't need a data engineer to get started.
Build and tune Customer Fit, and Engagement scoring models without a data engineer or SQL knowledge.
Trace every score to the specific signals, rules, and weights behind it
See how leads would move between score tiers from best match to least match before you publish a model change.
Combine multiple machine learning models, trained against CRM history and Fabric data to rank leads, and accounts.
Score accounts against Fabric's full dataset for account intelligence to prioritize whitespace accounts before they enter the CRM.
How Does Data Studio Improve RevOps Productivity?
AI-assisted predictive scoring helps team prioritize and engage the right buyers. With Data Studio, RevOps and marketing teams can:
- Build and tune Customer Fit, and Engagement scoring models without writing code or needing a data engineer.
- Defend scores to sales leadership because every signal and rule behind them is transparent.
- See how a model change would shift leads between high-fit to low-fit scores before you publish it.
- Sync high-priority scores directly into Salesforce, HubSpot, Salesloft, Outreach, and Gong.
- Prioritize net-new whitespace accounts from Fabric before they enter the CRM.
- Automatically route low-priority inbound leads to self-serve.
What Use Cases Does Data Studio Support?
Data Studio model scores accounts using your first-party CRM data, conversion history, and HG’s contextual intelligence , so GTM teams engage the accounts most likely to convert first, instead of working through a list in the order it arrived.
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Data Studio combines ICP fit with buyer behavior signal to focus on ABM campaigns and outreach on the accounts most likely to convert.
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Data Studio automatically scores inbound leads using ICP fit along with real-time intent, behavior, and firmographic signals, removing manual and random sorting from the inbound queue.
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Data Studio's scoring across Customer Fit and Engagement signals focuses seller time on high-likelihood pipeline, increasing conversion and improving forecast accuracy.
Learn MoreHow Gusto Uses Data Studio to Self-Serve 35% of Inbound Leads
Gusto used Data Studio's predictive scoring to identify that 35% of inbound leads didn't need a sales rep — freeing sellers to focus on the accounts most likely to convert.
Gusto, a cloud-based payroll, benefits, and human resource management provider, runs both a self-serve path and a high-touch sales motion depending on the inbound lead. By connecting Data Studio to its first-party data, Gusto used predictive scoring to identify 35% of inbound leads its sellers did not need to touch, refocusing sales engagement on the accounts most likely to need a rep.
What Features Does Data Studio Support?
No-Code Model Builder
Build and improve predictive models in a no code environment using a company's own CRM history.
Deployment Impact Preview
See how leads would move between score tiers before a model change goes live.
Multi-Model Scoring
Combine multiple ML models to rank leads, and accounts for different and relevant outcomes, including cross-sell and renewal risk.
Rich Data Inputs
Learns from historical patterns and combines them with Fabric's technographic and firmographic data to continuously rank leads, and accounts product use that are most likely to convert.
Scoring Transparency
Every score traces to the signals, rules, and weights that produced it.
CRM and Sales Tool Integration
Native integration with Salesforce and HubSpot integration, plus Salesloft, Outreach, Gong, HG Agents, and HG MCP Server.
What HG Products Work With Data Studio?
Fabric
Fabric is the data and intelligence foundation behind every Data Studio model, connecting technology installs, spend, intent, and corporate hierarchy under one company identity.
Market Analyzer
Market Analyzer turns conversational queries into AI-driven market, ICP, whitespace, and competitive analysis, helping GTM teams size markets before Data Studio scores accounts.
Sales Copilot
Sales Copilot turns Data Studio's account and contact rankings into a ranked seller worklist with a recommended next step for each account.
FAQ: Data Studio
Is Data Studio a separate product or part of a larger platform?
Does Data Studio use first-party and third-party data together?
What is AI Scoring, and how does it relate to Data Studio?
Which CRMs and GTM tools does Data Studio integrate with?
Do I need a data scientist to use Data Studio?
Can Data Studio score accounts that aren't yet in a CRM?
How is Data Studio different from a traditional lead-scoring tool?
What data does Data Studio need to get started?
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