• Lead Validation/Verification

    May 12th, 2009

    The term used when checking the details/data of any given lead, most usually with regards to contactability.  Prior to the concept of Lead Scoring coming into vogue, the main emphasis was on validation, i.e. verifying the lead data. Before the rise of internet-based lead generation, the main focus was on the validity of the postal address as most follow-up and advertising took place via postal mail. Companies receiving leads wanted to make sure they weren’t sending something to a non-existent address. The majority of online lead generation, on the other hand, relies not on the postal address but the phone number as that is where the follow-up takes place. As a result, the current focus is on mapping validity with intent. The classic assumption is that someone who entered valid data has a greater interest than someone who didn’t. Various services in the validation/verification space look to provide a rating or score of the validity of the data. This includes whether the address is a working address, whether the name entered matches the name of the resident at that address, if the phone number is working, what type of phone number, whether it matches the name entered, and so on. Perfectly matching data is not guarantee of intent, but it is a big start and essential especially for those selling leads and those buying leads who do not buy enough to use Lead Scoring.

    Category: Glossary

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