Mendeley wanted to optimize its academic reference and networking platform so that it would best serve researchers, providing a faster and more flexible way to share and archive scientific findings and ideas. Measuring the activity of new site users and filtering that data through cloud-based predictive analysis models with Azure machine learning gives Mendeley the intelligence it needs to improve its product and fulfill its mission of advancing science. Mendeley uses predictive analytics to inform the activities of its product and marketing teams, which leads to better targeting and serving its users.