LeadiD Adds Consumer Intelligence Applications

"Our goal is to provide transparency and insight up and down the customer sales funnel," said Ross Shanken, CEO of LeadiD, in a statement. "The AppMarketplace does exactly that, by providing plug-and-play solutions that allow marketers to customize LeadiD's intelligence platform to best fit their needs."

Solutions available in the AppMarketplace run atop the LeadiD platform, providing specialized intelligence in areas from fraud detection to quality scoring and demographics. New applications available include:

• Estimated Financial Health eScore: Powered by eBureau, a leading provider of predictive analytics and information solutions, the Estimated Financial Health eScore app is a proxy for a consumer's FICO score and allows marketers to make real-time decisions based on predictions of the consumer's financial health.
• LeadiD Fraud Detection: Powered by Forensiq, LeadiD Fraud Detection applications for first-party and third-party leads provide the tools to combat risky leads by judging fraud risk and determining sources of fraudulent activity behind leads.

Another new aspect of the AppMarketplace is LeadiD Labs, a category of apps that gives marketers insights about their consumers' behaviors. Launching with seven new applications, LeadiD Labs will continue to evolve based on customer feedback and data points revealed by developers.

"With LeadiD Labs, we're crowdsourcing the value of our data to deliver the insights our clients value most," said Lauren Jacobson, vice president of data and analytics strategy at LeadiD, in a statement. "The platform leverages the intellectual and analytical power of forward-thinking data scientists, who are creating new data points based on customer feedback, with the most popular graduating to the AppMarketplace."

Solutions being tested as part of LeadiD Labs include the following:

• Lead Velocity by Industry: This app shows the frequency with which a lead has been sold to other advertisers, categorized by industry. This data element complements Lead Age by helping marketers understand how many times a particular lead has been sold to another company, even if that lead is otherwise fresh.
• Consumer Velocity by Industry: A measurement of how frequently a consumer participated in other lead events across different industries. If a particular consumer is associated with several lead events within an industry, it might indicate a high intent, in-market consumer. However, a very high frequency, especially across industries, might indicate that the consumer's information is being fraudulently circulated.