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Bill Rice is the CEO of Kaleidico, a leader in lead management systems. Prior to founding Kaleidico he was the VP of National Home Equity and the Home Loan Benefit program at Quicken Loans and one of the founding executives of DeepGreen Bank, an Internet-only bank that was one of the first and (at that time) largest buyers of LendingTree leads in early 2000.

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eBureau Singing the Lead Marketwatch Hymn

February 14th, 2008 • Related • Filed Under
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Jeff Liebl of eBureau shares his ideas and views on a “credit score” for online leads. There is certainly a rowdy client base that wants this type of evaluation of Internet leads and lead providers. The top question to anyone in this industry is, “who has the best Internet leads?”

I think modeling services are valuable tools and eBureau has the talent and funding to do it better than anyone. However, I think the big bang is in a network of data that brings observability across the market over an extended period of time and market cycles. This will bring the strongest value in the market.

Unfortunately, in my opinion, individual client studies can be riddled with behaviors and inconsistencies that inject statistical flaws. The beauty of a credit score is that it collects data on consumer behavior and then looks for trends and indicators that are correlated to bad things and good things. For a lead generation score to truly work, and work fairly for the industry, it needs to be straight statistical correlation from behavior observation.

These are simply my thoughts. Any ideas on an online lead generation scoring system? Debate, discussion? Is it needed? Is it a good or bad thing?

There Is 1 Response So Far. »

  1. Comment by Jeff Liebl on 25 February 2008:

    Thanks for the kind words, Bill. So far, we’re seeing predictive modeling able to very effectively segment online leads across a number of verticals, including mortgage, consumer loans, online higher ed, publishing (books, DVDs, CDs), home services (e.g.: satellite tv), continuity clubs.. The scores predict things like conversion, enrollment, lifetime value, bill me pay- rates, chargeback rates, etc.

    Lead gen transparency and basic verification services are helping ferret out some the fraudulent or bogus activity; having a quality “credit” score for online leads will help make the market overall more efficient, which will reduce risks and grow the market for everybody.

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