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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