LEAD GENERATION

LEAD VERIFICAT10N AND VALIDAT10N

Goallover has drawn on the US market experience and developed a 10 point scale to help standardise the level of data validation that will govern campaigns managed through the LOLA lead management software. In time, it is hoped that the UK IAB will adopt a formal series of validation definitions. Each client contracts to a particular standard, depending upon their specific requirements. These standards are presented below, from best to worst quality:

10 - Every lead is manually verified. Each lead is phoned and the call is answered, the respondent confirming that their data was knowingly and accurately submitted to the advertiser lead generation program.

9 - The majority (more than 50%) of the leads are manually verified as above, and the remainder have all passed through the LOLA automated and manual lead verification processes.

8 - A large sample (no less than 20%) of the leads are manually verified as above, and the remainder have all passed through the LOLA automated and manual lead verification processes.

7 - No manual verification takes place. All leads are passed through the automated lead verification processes, which has ensured that all the data is properly formatted, has passed a series of “cross checks”, including PAF verification, obscenity checks, batch analysis, nonsense filters, and fraud detection algorithms, and the leads appear to the manual operator to be valid and ready for contacting. 100% human validation occurs, but no human verification.

6 - 100% of the leads have been through the entire automatic check, and the majority (more than 50%) of the leads have been validated by human operators prior to dispatch to the client database.

5 - 100% of the leads have been through the entire automatic check, and a large sample (no less than 20%) of the leads have been validated by human operators priod to dispatch to the client database.

4 - 100% of the leads have been through the automated checks, and the human operators have reviewed the algorithm highlighted data and made decisions to accept or decline accordingly.

3 - 100% of the leads have been through the automated checks - no less than a de-duplication and an obscenity filter, but PAF checking is not completed for the client in order to save processing costs.

2 - Less than 100% of the leads have been de-duplicated due to the client operating several channels incapable of de-duping in reasonable commercial timeframes. The leads may also not be checked for validation by any human operator.

1 - A de-dupe and obscenity check takes place - but in no particular order and in a way which does not impact effectively on the media cost of the campaign. Any further checks and cleaning occurs at a later date and an additional cost.

0 - A client has no verification techniques in operation. No PAF, no de-dupe, just raw leads are immediately submitted to the lead conversion process.

© 2009 GOALLOVER.