Lead Scoring for Bella Pictures
A predictive analytics model allows Bella Pictures to segment client prospects appropriately, score leads in real time, and weigh positive and negative variables—ultimately saving money by helping target the most-interested prospects. The analytics offers a huge competitive differentiator for these wedding photographers.
Decisions, Decisions
The business objective was to rank potential brides' propensity to set an appointment to discuss wedding photography. Bella Pictures turned to the expertise of Business Researchers to deploy predictive analytics modeling and to start segmenting prospects appropriately. Traci Chu, Director of Marketing, says leads are now scored in real time, rather than just after a potential customer submits a form. The predictive models include both positive and negative variables that are weighted using statistics—complex stuff for a bunch of wedding photographers. Chu says she expects to save money now that she can target just the most-interested prospects, and her agents can make the right decisions at the right time. Because, in the end, it all comes down to decisions. Read the case study