Business challenge

• Leading used car sales company makes offers to customer prospects based on information acquired through an older, inaccurate lead scoring system
• Customers who are not likely to buy are often targeted, resulting sub-optimal use of resources and missed opportunities

Solution

• Utilized customer profile information and web site usage data to create an accurate lead scoring system
• Identified variables that best predict the likelihood of purchase

Business benefit

• Targeting efforts are used on customers where they are most likely to be effective, improving efficiency and return