Lead Allocation System (LAS)
A3 Inc.
What is a lead?How do we help the customer?How do we acquire leads?How do we distribute leads?How is lead quality maintained?
Introduction
Legacy LASAsynchronous distribution of leadsDelayed reportingAffiliates / Merchants low satisfaction rate
New LASOn the spot allocation of leadsBased on lead geographical location (Zip
Code)Based on the lead acquisition rate ($0-$30)
Business Opportunity
Marketing department cost reduced by 60% within one year
IT department cost reduced by 15% within six month
Reduce Time for allocation the Leads from days to hours which will increase company revenue from 10% to 20% within six months.
Lead conversions Increased by 50%. Within six months
Partner’s / Affiliates satisfaction rate: Increased by 50% within one year
Business Objectives
Real time allocation – Leads can be contacted as soon as they are allocated. The waiting time would reduce from days to a time period, in the seconds, that the marketing department deems appropriate
Marketing department – Increased conversion would make advertising for marketing department easier since they would now be able to market the business with a new niche
Stakeholder's goals
Exclusive lead means assigning a lead to a partner who accepts a lead which it has no demand for
All transactions must be logged at granular level for debugging and legal purposes
Legal agreement between A3 Inc. and partners necessary
Business Risks
Allocate lead to highest bidderReal timePartners would bid or decline to bid for a leadLead would be allocated to the highest bidder
Partners need to respond in a legally binding SLAPartners would do not respect SLAs would be
ignored even if their bid is the higest. This is very important to keep the system in a “Real Time” mode at all times.
Major Features – Real time lead allocation
Two interfacesIncoming leadsPublishing leads
Algorithm for analysis and routingAnalysis of the bids based on the SSN and Zip codeRouting the correct non-duplicate lead to a unique
partner
Major Features – Real time lead allocation
AssumptionsContractual AgreementCompleted integration
LimitationsSystem would not support advanced marketing
analysis
Assumptions and Limitations
Company PresidentBelieves system is essential to the continued
success and growth of the companyMarketing Department
Want the system to be accurate enough to free up their resources and also be able to market the system to:Potential Lead Allocation BuyersPotential Lead Allocation Sellers
DevelopersWant the system to be easy to use and maintain
Stakeholders Profiles
UsersAccurate SystemResponsive
Project ManagerSuccessful ProjectBe under budget and delivered on time with all
known features
Stakeholders Profiles (Cont.)
Interface for Lead Allocation
Project Priorities