Case Studies

Customer Acquisition and Lead Evaluation Service

February 16, 2017


  • 32% reduction in customer acquisition costs
  • 48% increase in new customers

Client and requirement

A global, financial institution focused on consumer and SME credit:


The client faced challenges in customer acquisition and buying leads. They wanted an automated, intelligent system to answer the following questions prior to lead purchase,


Using the Zoral platform components listed below, Zoral provided an intelligent, automated lead evaluation system. This measured and predicted lead behavior consistently across large number of countries and regions. It provided accurate answers to the above questions using automated, real time decisioning. Initial lead volume was approximately 3000-5000 leads per day, rising to 6000 - 8000 per day.

Zoral software used

Zoral decision engineZDE
Zoral model libraryZML
Zoral analytical data workbenchADW
Zoral behavioral data warehouseBDW
Zoral dynamic customer journeyZDJ


Implementation was split into three phases.

Phase I

Phase 1 included the core lead evaluation functionality. For each country/region, Zoral used a range of ZML models including default, fraud and limit management. (ZML models are pre-tuned, highly predictive, and country/state compliant.) In addition, behavioral, credit bureau and further data sources were integrated to support AI/ML techniques.


The input to ZDE/ZML was via standard API. Data was captured from multiple lead generators. (The system was rapidly connected to more than 5 lead generators.)

ZDE was also connected to the client’s LMS and Black List database.


ZDE/ZML output consisted of a range of probability scores covering each of the questions described in the problem section above. These were granular and optimized for each country/region/lending product/portfolio. The output was also used to determine whether the lead provided was correctly priced before purchasing. A comprehensive range of performance statistics were also produced for each lead source. A range of real-time and periodic monitoring graphs and reports were configured using ZDE dashboard.

Both inputs and outputs were integrated via ZDE’s flexible JSON API to the client’s existing systems.

Phase I results

Phase 1 was implemented in 9 weeks. It

Lead Generators scoring / filtering

Using the Zoral platform components saved time. The system was tuned, tested, validated, calibrated and deployed within 9 weeks. It provided a fully automated, intelligent STP system. It also enabled the client to adapt quickly to subsequent geographic, market sector, and product changes.

The process of optimizing lead acquisition also exposed other issues. Certain leads with good default characteristics, (i.e. good potential customers), were not converting and were abandoning the online customer application journey. To address this issue, ZDE, BDW and ZML were used for conversion prediction and to manage the dynamic customer journey. This was provided in Phase II

Phase II

3 months’ lead performance data was collected. This included

A range of conversion models were then applied for each country, region, financial product. Lead behavioral data was captured and used as further input.

Enhanced Output

ZDE decision workflows were applied to predict the best product and risk adjusted offers to improve conversion. A/B tests were conducted to tailor financial products offered. Zoral ZDJ, BDW, ZDE and ZML were used to dynamically personalize and optimize the customer journey.

The conversion score was also made available at lead evaluation time and was further, dynamically adjusted based on the customer’s web/mobile behavior. This enabled the system to personalize further the approach and offers for each lead.

Phase II results

Following Phase II, the system was periodically tuned and more lead generators added. Also, some lead generators charged higher prices for good customer leads. It was hard to determine whether the lead was viable or over-priced without knowing its predicted retention and LTV. Based on client’s loan portfolio performance, ZML retention and LTV models were used to provide additional, predictive lead scores. Both Retention and LTV models were further tuned after an additional 3 months’ lead data was collected for each connected lead generator.

Phase III

The objective was to measure and improve further lead retention and LTV. Using ZDE, Zoral deployed additional predictive ZML retention and LTV models, for each country and geography implemented in Phases I and II


No additional input was required.

Enhanced Output

The enhanced output consisted of a range of scores including retention score, and LTV for each country, region, product combination.

This output, in conjunction with other scores, was used by ZDE intelligent workflows to determine whether the lead provided was correctly priced, taking into account default, conversion, retention and LTV, before purchasing.

Phase III results

This document is provided by Zoral Limited and its affiliated companies (“Zoral”) for informational purposes only, without representation or warranty of any kind. Zoral shall not be liable for errors or omissions with respect the information contained in this document. Product Specifications are subject to change without notice. The only warranties for Zoral products and services are those that are set forth in the express warranty statements in Zoral’s standard contracts for such products and services, if any. Nothing herein should be construed as constituting an additional warranty.

© Zoral Limited 2017