Marketing Analytics: Analyzing Sales Prospects $($Comparing Prospects Using Online Lead Scoring System$)$

Analyzing Sales Prospects $($Comparing Prospects Using Online Lead Scoring System$)$

After graduating with a marketing degree, you landed a job at of thriving real estate agency in Orange County, California. The owner, Linda, has a diversified clientele that enjoys residing in her county because it combines the fun of Disneyland and Knott's Berry Farm with the sun of Huntington Beach. In order to analyze and understand her customers, she has been using an internal homemade Excel spreadsheet approach to produce sales leads, but this has resulted in an inefficient and frustrating process in comparison to other approaches performed by salespeople. You share with Linda that in some instances, salespeople are happy with a success rate of $10$ percent when prospecting. This may mean that only one out of $10$ prospects are receptive to a meeting, or that it takes $10$ attempts to secure a meeting with a particular prospect. At this rate, salespeople invest a great deal of time against what can seem like minimal returns.

So$,$ she asked you to come up with a more advanced and precise alternative. You suggested online sales lead scoring, a process that determines the desirability, quality, and tendency of an online sales lead prospect. It is both the key to a new customer acquisition strategy and an improvement of the internal management of sales and marketing resources. It matches the right sales lead with the right agent, who is capable of communicating the right message and value offer. Linda was pleased with the new approach and asked you to implement it$.$ Accordingly, she asked you to give her and her team a presentation about how online sales lead scoring works.

You prepared Figure $1($see below$),$ containing positive online behaviors, weight, and frequency of the activities of four sales prospects