Part of course work of Post Graduate Diploma in Data Science

1. LEADSCORING
CASESTUDY
P resented by:
Shreya Solanki
CaseStudy
Post GraduateDiploma, Data Science

2. ProblemStatement
ANEDUCATIONCOMPANYNAMEDX
EDUCATIONSELLSONLINECOURSESTO
INDUSTRYPROFESSIONALS.
NOW,ALTHOUGHXEDUCATIONGETSA
LOTOFLEADS,ITSLEADCONVERSION
RATEISVERYPOOROFABOUT30%.
THECOMPANYWANTSTOINCREASEIT
TO80%

3. Goal
Build alogistic regression model
to assignalead scorebetween 0
and 100 to eachof the leads
which canbe usedby the
companyto targetpotential
leads.
Ahigher scorewould mean
that the lead is hot, i.e. is
most likely to convert
whereas alower scorewould
mean that the lead is cold
and will mostly not get
converted.

4. TOPFACTORS
THATIMPACTTHE
CONVERSION OF
LEADS

5. LETS SEEHOW
THES
E FACTORS
ARE
IMPACTFUL
WHAT MEASURES
SHOULD BETAKEN
TOINCREASETHE
CONVERSION RATE
OFHOTLEADS?

6. Lead Source:
OlarkChat
Thismeansthatthereisalotoftraffic
onthisSource
Increasingthenumberof
representativeswhocouldguidethe
prospectssothattheyarenotmissed
outandhenceincreasethenumberof
HOTS

7. LeadSource
Welingkak
Whicheverprospectiveleadsareusing
thiswebsitehavesuccessfully
converted
Timetomakethisahitandtrytoget
moreleadsthroughthewebsiteby
promotingthisone

8. LEADADD FORM HAS A
CONVERSION RATEOF93%
MOSTFOCUSSHOULDBE
GIVEN TOTHISORIGIN

9. All these LastActivities of the
usersare those which should be
focused on more ascompared
to other activities, Highest
conversion rate is in SMSsent
activity. Keepingtrack of this
one would be beneficial

10. Potential leads:
Leadswhose profile is
mentioned asPotential, are
indeed having the potential of
converting to Hotleads.
There is a78%conversion rate
of thiscategory.
Thislead profile should be
taken specific care when
guiding them, asthey have a
high probability of conversion

11. Tags:
Lostto EINS
Closedby Horizon
Haveavery high conversion rate, highly correlated to Conversion
Keeping an eyeon these tags is important for conversion rate

13. TOACHIEVEACONVERSIONRATEOFAROUND
80%:
--NEEDTONOTMISS THOSEPROSPECTS
WHICHCANTURNINTOHOTLEADSWHICHIS
RECALL
--SHOULDNOTOVERESTIMATEACOLDLEAD
WHICH ISPRECISION
Aright choice of Probability at which
the Leadshould be considered as
potential and canturninto ahot lead
is the majorneed:
Henceusing this model we achievea
Right trade off point for having 0.38
i.e. 38% probability of a Prospect is
good enough to target as HOTlead
and work more on the strategies of
that lead rather thanCold ones.

14. Lead Predictionon
the basis of
probability set by
themodel
Final_pred column showsthe
Conversion Probablity of a
Prospect Lead
Lead_Scoreabove 38 shows a
potential lead and Hasthe
capability to turn into HOTlead.
Lead_Score38 mathematically
specifies that 38%probability is
good to go for targettting the
lead in order to achieve 80%
Conversion

15. How 80%conversion is achieved?
EvenaLeadthatwasnotconvertedaspertheavailablehistory,thoseleadscouldbe
guidedproperlybasedontheLead_Scoreprovided,withoutwastinganyResourceson
LowProbabilitylead
Sensitivityisthemetrictoshowthatthe80conversionisachievedonthedata.
AnynewProspectlead,generatesascoreabove38inthemodel,then,thecompany
needstotakemeasurestoguidethelead.