My name is Manas. I was working in the largest India based Insurance Broker as an Assistant Sales Consultant. In my career of 2 years, I worked in Digital Marketing, and Consultation with possible clients. As a student of IT and MBA, I was always fascinated with the MIS reports and the value and understanding of the business it provides. To be able to understand it and work on it as it is also part of the research done in business, makes me opt to understand data and its entirety.
JOB ROLE
Currently, I am working as a Lead Generation Specialist, and also, I manage my blog. While managing the blog there were several issues that I faced like demographics, type of content, language in which a blog should be managed.
PROBLEM STATEMENT
- Identifying content on the blog
- How to do cost-cutting along with increasing the number of leads to the website?
GOAL STATEMENT
To make strategies to further identify which content should be pushed more on the website to increase its traffic.
SOLUTION
Majorly, I worked on three key aspects of lead management:
- Lead generation
- Lead Qualification
- Lead monetization
I used the concept of Machine learning. For lead generation, all the details of a visitor consisting of the record of the potential customer, such as contact information (email address, phone number & fax) and some additional details about the customers, like product preferences and demographic data, was recorded.
ML algorithms were used to run campaigns so that people could get suggestions for products and services of their interest and to collect information and demographic data of customers automatically. The main metric used to generate the leads was Classification. Algorithms were designed in a way so that the new leaders coming to the website can automatically get stored and checked whether it is valuable or not based on the specific classification score, which is compared with the lead score.
IMPACT CREATED
- By using data science, it was too simple to narrow down the target audience list.
- Approximately, 20% increment was seen in the leads coming to the website.
- Efforts got reduced as the algorithm used made the system automated.
- Slight change was observed in the lead conversion as of now but expecting the results to get increased in the upcoming months.
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