How Lead Analytics Improves Lead Generation and Lead Acquisition

Have you ever thought what you could achieve if all your leads were as good as your best leads – maximum conversions, minimum bounces, high average lifetime value? The right lead analytics software can help you achieve a substantial increase in conversion rates and robust fraud protection, propelling your business to the next level.

Phonexa’s performance marketing software suite does exactly that, allowing you to analyse and manage the leads in real-time so that you can sieve out low-quality, irrelevant, and fraudulent leads, as well as route all your leads to the best-matching business or sales agent.

Book a demo with Phonexa experts to explore all the ins and outs of lead analysis within our software suite.

But I might be getting ahead of myself.

First, let’s explain how lead analysis and lead analytics work, including specific lead data you can collect and analyse in real-time before you’ve purchased the lead and post-purchase.

What Is Lead Analysis?

Lead analysis boils down to processing the data you’ve collected on your leads, whether those were rejected or accepted, converted into paying customers or not. The ultimate goal of lead analysis is to continuously improve your lead generation or acquisition strategies, buying or selling leads at the best possible price while ensuring the best shopping experience for them.

To make it practical and simple, you can reduce complex lead scoring analysis to a unified lead score. For example, if you screen the lead’s ID, location, background, and industry-specific details, such as their criminal records, all of that can be quantified into a single score on a scale from 0 to 100, with 100 being the leads that are most likely to convert.

You can then set up your lead management to accept or reject leads based on real-time lead analysis and the resulting score. For instance, you can reject leads with scores <50, accept leads scoring >60, and send leads who scored 50 to 60 for manual verification.

“You’ve got to do what works. Carry out the due diligence on your partners to make sure that you’re starting with a level playing field, and then track the journey from start to finish. Get used to putting yourself in those advertisers’ and – most importantly – consumers’ shoes in the funnel and use the analytics tools to deliver an experience that will encourage the outcomes you’re looking for.” – David Pickard, CEO at Phonexa, from Affiliate Marketing Podcast

Should You Go Deeper Than Overarching Lead Analysis?

At the end of the day, whether you’re buying or selling leads, you want to be cost-effective, safe, and reliable for both your partner and the leads that go through your funnel. To achieve this, you need a lead management system that supports custom lead management architectures that you can design based on specific campaign goals and your risk tolerance.

➥ For some lead generation and acquisition campaigns, you might want to go deeper than a basic-level lead analysis. For some, you might only need an overarching score that sets the path for the lead in question.

No less importantly, when designing your lead scoring system, you might want to assign different values to each screening, depending on the perceived importance of these lead generation metrics.

Read also: Email Verification to Ensure You Only Get High-Quality Leads

Example: If your solar installation crew works on-site, you’d like to use address verification and possibly also a phone number check, so you can be sure you can call the purchased leads and confirm their location. As for the other screenings, they may not be as valuable.

But lead analysis isn’t the only feature within Phonexa. You can also analyse buyers and publishers across timelines, traffic sources, and locations. For example, you can spot duplicate leads and identify the performance of all your publishers and traffic sources.

Lead Analytics Capabilities with Phonexa: from LMS Sync, Call Logic, iClear

LMS Sync

For web leads, LMS Sync is your main instrument. It consolidates all essential data into a comprehensive dashboard, allowing you to delve deeper into granular metrics to fine-tune your campaigns.

Here are some of the lead analysis you can perform with LMS Sync:

• Daily total revenue, net earnings, generated leads, and EPL
• Posted, sold, and rejected leads across publishers and timeframes
• Detailed information on the leads that have passed through your system, including quality

For example, if you’re buying leads, you can know how many times the same lead was offered to you within different time frames. This way, you can avoid purchasing duplicates and gain performance insights to negotiate a better price per lead.

Read also: How To Re-Engage & Close Old Leads

Finally, based on the collected insights, you can develop a custom lead distribution strategy: price-based, priority-based, weight-based, or you can sell leads through a ping-post system, parallel pings, or distribute them evenly. The world’s your oyster.

Take a product tour to explore how LMS Sync and Call Logic work together to ensure the highest quality of lead generation and distribution.

Call Logic

For call-reliant companies, Call Logic is your indispensable asset. The operating principles are the same as with LMS Sync: the dashboard presents an overarching view of your campaigns, and you can go deeper if you need to. 

Read also: Pay-Per-Call Affiliate Marketing Guide for Affiliates and Advertisers

With calls, you may be able to collect and analyse more data than with web leads. Among other things, you can identify how many calls were rejected by your IVR, how many callers hang up, the average duration of your calls, and other performance metrics. 

Just like with leads, call lead analytics creates room for improvement. You can optimise call generation or acquisition campaigns to get more calls that convert, or optimise your call routing strategies to sell more calls at a higher price.

Read also: How To Transform Phone Calls into High-Value Leads with Phonexa

With online lead generation becoming increasingly complex, even larger market players are willing to purchase leads rather than develop their own marketing campaigns. But you also need a system to process these calls effectively, and that’s where Phonexa shines.

 

iClear

iClear is one of the features that make Phonexa unique, enabling real-time lead screening so you can sieve out low-quality, irrelevant, and fraudulent leads before they hit your business.

iClear is real-time, lightning-fast, and customisable. For example, for new traffic sources, you might want to analyse all leads comprehensively before you buy them, while only doing a basic check for leads coming from reliable sources.

Here are some real-time analytics you can enable with iClear:

• IP verification
• Address verification
• Email verification
• Phone number verification

Likewise, you can ensure your leads are not included in a “Do Not Present List,” as well as you can also do industry-specific screening, like, for example, vehicle verification. Most importantly, you can perform as many checks as needed, looking for convergence as a trust indicator.

iClear supports two screening workflows:

• Asynchronous, allowing you to analyse and verify leads before you’ve purchased them. In this case, leads that haven’t passed the screening are rejected, enabling you to buy contacts and phone calls that match your expectations.

Read also: Why Do Companies Choose Inexpensive Leads?

• Synchronous, which verifies the leads without pausing the acquisition process. In this case, you buy the offered lead by default, and the system verifies it in parallel. Synchronous lead verification makes sense when acquisition speed is a priority – for example, if you’re buying leads from a competitive market where delays may cost you leads and revenues.

Last but not least, you don’t necessarily have to analyse all leads at all times. With iClear, you can choose to run any type of screening against any percentage of leads, like randomly verifying 25% of all leads coming from source A, 50% coming from source B, and only checking the lead’s IP address for all leads coming from source A – and any other imaginable algorithm.

Book a demo to learn how iClear can ensure data validation and real-time fraud detection.

Website User Activity Analytics with HitMetrix

If you generate leads on your website, which most businesses do, you may want to know how they behave: how they scroll, where they click, and what catches their attention and repels them. Likewise, you’d like to know everything mentioned for your lead generation forms.

Read also: Website Optimisation: Best Practices From UX to SEO

If so, you can benefit immensely from HitMetrix, a user behaviour recording and analytics tool that unlocks insights into websites and forms, allowing you to visualise the customer journey and reveal friction points. Then you can optimise your website layout, colours, branding, and forms, as well as other essential website elements.

Last but not least, HitMetrix can save user sessions, allowing you to get back to a specific session for manual analytics. Other than that, website lead analytics is done automatically in the background, so you can focus on tasks that require human input and get notified when needed.

 

How To Use Lead Analytics Insights to Build Successful Campaigns

One of the best things you get as a Phonexa client is the ability to accumulate data and use it to your advantage. In fact, the more leads you process, the more accurate your software tracks, distributes, and analyses them, focusing on the optimal conversion paths and campaign opportunities.

With predictive modelling, you can simulate campaign outcomes based on the collected lead generation data and any input you’d like to test. For example, you can simulate paid advertising campaigns by adjusting platforms, ads, and audiences to determine which set of parameters yields the best results.

As a client with Phonexa, you receive predictive modelling software as part of your subscription plan, which allows you to run hundreds or thousands of simulations until the optimal recipe success is found. Whether expanding into new markets, platforms, or audiences, predictive modelling gives you confidence by eliminating unprofitable marketing scenarios beforehand.

 

Phonexa’s Core Products and Extra Features for Comprehensive Lead Analytics

Phonexa’s core solutions, LMS Sync and Call Logic, have everything you need to manage, distribute, and monetise your leads and phone calls, delivering the right customer to the right buyer or your company’s sales rep. On top of that, you get six extra features to thoroughly cover email, SMS, phone calls, affiliate, social media, and other campaigns you’re running.

 

Here are Phonexa’s two core products:

 

And the extra features you get as a client with Phonexa:

 

Take a product tour to experience Phonexa in action.

Frequently Asked Questions

What does lead analytics include?

Lead analytics involves screening incoming leads and phone calls to identify actionable marketing patterns, such as which affiliates, campaigns, and traffic sources perform best, and what adjustments can be made to generate and convert more customers.

How do you perform effective lead analysis?

To perform effective lead analytics, you have to be able to track multiple metrics along the customer journey – the more, the better – and then compare these metrics against the historical performance of the same type of leads. In this context, you need software that can track complex customer journeys and exchange data across web leads and phone call campaigns.

How much does it cost to analyse inbound leads?

Inbound lead analytics may cost a few cents to a few dollars per lead, depending on how deep you’re willing to go. For example, for high-ticket affiliate marketing campaigns, you might want to screen all inbound leads with multiple checks – iClear does it perfectly – while only verifying an ID or IP address for cheaper leads.

Can I analyse inbound leads and phone calls in real-time?

Yes, as a client with Phonexa, you can analyse inbound leads and phone calls in real-time before purchase, if you only want to pay for verified leads that match your qualification criteria. On the other hand, if you prioritise buying speed to get an edge over competitors, you can choose to analyse leads without pausing the acquisition process.