Data Management for Lead Conversion
Implementing a data-management system to successfully turn client leads into new accounts
Rent-A-Center is a rent-to-own industry leader with more than 3,000 stores in the United States, Puerto Rico, and Canada. Company management needed a way to reliably evaluate their marketing initiatives and compare leads that are generated to new customer accounts. RESPEC’s data-management professionals found that the client had applied inconsistent rules to lead conversions. By using manual and automated methods to match diverse sources of marketing initiative data to new customer records, Rent-A-Center needed a more disciplined approach that delivered trustworthy data to determine which leads were converting into new and return accounts.
Building an overall strategy for a cleansing and matching solution, RESPEC’s professional team analyzed the data and requirements. After staging the marketing lead data and customer data, we then applied consistent rules for cleansing, standardizing, and validating the data. After the lead data and customer data were ready to match, RESPEC’s team worked closely with the client’s subject-matter experts to refine the match rules. The household identity match strategy formed the base of the overall match plan and was supplemented with other custom strategies. Once the match strategies were well defined and tested, our team set up automatic match thresholds and provided borderline match cases to the business users for manual review using Informatica Data Director. Other technologies that were used included Informatica PowerCenter 9.5.1, Informatica Data Quality 9.5.1 with Identity Match Option and Address Doctor, with source data from Flat Files, Siebel, and Enterprise Data Warehouse (Oracle 11g).
RESPEC’s data management resulted in a very successful lead-conversion project for Rent-A-Center. The client now can confidently measure the effectiveness of marketing campaigns that target new and returning customers.