Knowing which consumer leads turned into sales
Connect the enquiry your campaign records with the outcome your sales team records. LeadScale can return agreed outcome information to a configured programme, helping you evaluate acquisition using events further along the buying journey.
To relate consumer leads to sales, the programme needs outcome information from the system that records the sale and a way to associate it with the original enquiry. LeadScale can feed agreed programme outcomes back into connected systems and subsequent inputs. The available data and connections determine what can be returned.
B2C acquisition: define the result you want to count
A request for information, an appointment and a purchase each tell you something different about the journey. Choose the event that matters to the programme, then identify the system that records it.
For a contact-centre sale, that system may hold a later result against the original enquiry. For a shop purchase, the available reference may be different. The route back starts with the information actually held.
Build the return around a defined outcome
The client and LeadScale agree what the programme is trying to optimise for. Where you share outcome data, the Engine and connected systems can be configured around those outcomes.
- Choose the event. Agree whether the programme needs qualification, an opportunity, a completed sale or another outcome.
- Inspect the source system. Establish the information recorded about the event and what the system can supply.
- Establish the association. Examine the reference or contact data available to relate the result to the enquiry. Identify any journeys where that link is missing.
- Configure the return. Agree the receiving systems and the event format they accept. Where configured, returned outcomes can feed connected systems and subsequent programme inputs.
Make a source comparison that reflects what you know
Suppose one acquisition route returns sales outcomes and another supplies only enquiries. Comparing their reported sales totals would leave the second route's outcome unknown. Establish the coverage of the return before using it to judge the sources.
In your reporting, keep the chosen event, the associated enquiry and the gaps in returning information clear. A missing result may mean the sales system has not supplied it or that the association could not be established.
The Engine handles the agreed processing and feedback. Your reporting and attribution tools can use the available information for their own analysis.
Returning outcomes in a consumer programme
Needs approval
Vodafone's historical consumer programme returned outcome information to the Engine for reconciliation, reporting and further processing.
End
Assess the actual route from sale to enquiry
Specify the systems, records and association needed for the return. Shop, dealer and contact-centre journeys need assessment against their own data. Include those requirements when scoping the technical work for conversion analysis.
Questions about outcome feedback
Can an earlier event be returned while we wait for sales?
Yes, where the programme is configured for it. Qualification or an opportunity may be useful agreed signals. Decide which event the programme is using at each stage.
Can a shop sale be related to an enquiry?
Needs approval
Assess the information the sales system records and the reference available to associate it with the enquiry. The particular point-of-sale route needs to be scoped around that data.
End
What should we do with missing outcomes?
Treat them as unknown until the coverage and association have been examined. Establish which routes supply results before drawing conclusions about conversion.
Where does the buying journey lose its link back?
Tell us which outcome matters and where it is recorded. An example enquiry and its later result will help us assess the return your programme needs.