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October 15, 2022Fight Fraud For Free With Data Filtering

Fight Fraud For Free With Data Filtering

Test Fraud is rampant in lead generation, and the problem affects everyone in the lead-gen ecosystem. While a few fake leads in a campaign might line the pockets of a seller in the short term, they’ll also lower conversion rates and corrode the relationship with the end buyer. To make matters worse, buyers paying any attention to their data stream will quickly detect obvious fake leads, refuse to pay for them, and possibly even take the seller to court if they feel the inclusion was deliberate.

While fraud is a complex problem that demands a multifaceted solution, lead buyers and sellers using a lead distribution platform or lead management system will find that data filtering is an easy place to start. Implemented properly, lead filters can prevent fake leads from contaminating campaigns before they also incur the additional charge of third-party fraud detection solutions.

Lead Filtering Basics

When it comes to lead routing, data filtering is a major contributor to a successful campaign. Whether you’re generating leads, you’re the end buyer, or you’re buying data from a supplier to resell to your clients, filters ensure that leads make it to the right endpoint at the right time.

If you’re upgrading to real-time distribution from a previously manual process, you probably know how to filter data in Excel. Applying a lead filter in Lead Prosper is similar, but whereas filtering data in Excel narrows down a broader list to display only what you’re looking for, lead filters in Lead Prosper route a lead to the correct destination — or block it from being routed through a campaign at all.

In Lead Prosper, there are three ways to filter data: Supplier filters, Buyer filters, and Global filters. Supplier filters block unwanted leads on their way from a source or supplier into your campaign, buyer filters stop the wrong leads from going to a specific buyer or endpoint, and global filters are all-encompassing filters that apply to all suppliers and buyers in a campaign.

In Lead Prosper, ANY field you’re collecting in a campaign can be used for data filtering. Geographic filters such as state or zip code are very common, as are day-parting filters which ensure that leads are only delivered during the hours requested by the buyer.

Users also frequently set up filters based on campaign-specific questions on the lead generation page. Maybe you’re running a campaign generating solar leads, for instance, and you want to know if a prospect’s roof gets enough sunlight for a solar installation to make sense. On your form (or your supplier’s page if you’re getting leads from a third party), there might be a question about the amount of shade on the roof, accepting three different answers: no shade, partial shade, and fully shaded. When you create the corresponding field in your Lead Prosper campaign and input the specific values you’re looking for, you’ll be able to filter based on each of the different responses.

Multi-value List Field

The example below shows how you might filter those three different data streams so that one buyer receives all the leads with no shade, one receives leads for partially shaded roofs, and one receives leads with fully shaded roofs (perhaps in order to offer other home energy efficiency upgrades like heat pumps and insulation in lieu of an ill-fitting solar sales pitch).

Buyer Filters

Data routing filters are a cornerstone of any successful lead distribution campaign, but for the purposes of fighting fraud, we’ll turn to a different method of data filtering that can spot fake inputs and fail the lead before it ever makes it to a buyer — keeping your customers happy and saving you money in the long run.

Fighting Fraud with Lead Filters

Whereas geographic or offer-specific filters help get leads to the right buyer, you can also use data filtering to keep the wrong leads from entering a campaign in the first place.

One of the most basic filters we recommend is a profanity filter. Virtually all lead distribution campaigns will collect text fields for a lead’s first and last name. By applying a global filter to these fields blocking profane words or inputs like “test,” “demo,” and “asdf,” you can greatly decrease the chances that you buy an obviously worthless lead — or route one to your customer if you’re not the end buyer. Let’s walk through how you can easily put a profanity filter in place in Lead Prosper.

Creating a Filter in Lead Prosper

If you’re creating a campaign from scratch, you’ll need to build out the skeleton of the campaign before you can add any filters. Give your campaign a name, choose your distribution type, add the fields you’ll be collecting, choose which (if any) integrations you’d like to use, and set up the dupe checker. Once you’ve completed the initial campaign creation and have made it to the Campaign Overview screen, you’ll see options to add your Suppliers and Buyers.

Campaign

Add a Supplier or lead source and a Buyer or endpoint, either by choosing from your existing Clients or creating new ones for this campaign. In each case, you’ll go through the steps of adding caps and pricing details before landing on the data filtering step. If you have filters to add to your Suppliers and Buyers related to routing (such as the geographic, day-parting, and other examples mentioned above), you can add them here. Because our larger aim is to combat fraud, however, we can finish adding both the Supplier and Buyer and go back to the Campaign Overview to add a Global Data Filter that will apply across the entire campaign from source to destination.

Once you’re looking at the Campaign Overview page, scroll down to the filters section. If you’ve added at least one Supplier and one Buyer, you’ll see the Global Filter option appear. Click the “+ Add” button and then choose which field you’d like to filter based on.

Global Filters

Start by choosing the field you’ve created for the lead’s first name, then click the dropdown arrow under “Action” and choose block. Now, you can manually type in the terms you wish to block from this field, pressing Enter to put each one on a new line, or you can download a more complete .csv file of profane words or those indicative of fraud and then upload it to your data filter in the same window.

First Name Filter

Complete the same step for the last name field and you’re done! Lead Prosper will cross-reference the first and last name of each incoming lead against your list and block the filters that match. If you want to get a little more sophisticated, you can also change the “Condition” in the filter pop-up from “Matches exactly” to “Contains,” which will filter data that contains the specified terms anywhere in the record. This practice can be a good way to tighten your data filter, but keep in mind it could have unintended consequences. If you’re filtering out “ass” with the contains condition, for example, you’ll end up blocking some real leads like Cassidy, Douglass, and Cassandra.

Have any additional questions about data filtering? Submit a support ticket using the button in the bottom left corner of the app and we’ll be happy to help.