Independent Software Vendor -
Real-time Streaming Leads

SQLstream's RAMMS provided an elegant and cost effective solution for a start-up ISV focused on developing a business around providing a cross-selling service. The ISVs business is confidential covered by NDA, but at a high-level we are able to share some of the basic principles.

Outsourced Processing of Sales Data

The customer offers a web-hosted service to process sales transactions of third-parties. The data of each third-party are kept partitioned, separated and confidentiality maintained from other third-parties whose data they manage. The data are transformed, cleaned, mediated into a standard format for value added processing and aggregation, and validated and classified against licensed third-party databases. The nature of this process is confidential (and not shared with SQLstream) but it enables the sales data to be slice and diced in many useful ways:

• Identifying the individual unique purchasers

• Enhance purchases with their credit scores

• Assemble purchase history broken down by type for each purchaser

• Aggregate mortgage, leasing, and educational loans data per purchaser

Outsourced Capture of Sales Prospects

A second line of business of the customer is to directly capture customer data through a variety of mechanisms, again contracted as outsourced services by their customers:

• Web-based Promotional Programs

• Telemarketing Promotional Programs

• Customer Satisfaction Surveys

• Mall-based Direct Solicitation

The next step was to see how to combine the various data sources to generate new, well qualified sales leads through cross-selling targeting policies.

Repurposing Sales Data to Generate New Qualified Leads

The customer had a healthy and growing business managing the outsourced tasks of its customers and adding their own unique value through processing and transforming the data. That value was realized through providing data and reports back to their customers.

However, their interest in SQLstream was to be able to generate in near real-time what we call “hot streaming leads.”

Customers happily pay considerable sums of money for well-qualified leads.  Leads for mortgages, refinancing, or for class-action lawsuits based on particular categories of injury can often command values in excess of $50 to $100 each.  Leads for customers interested in automobiles etc, command much lower premiums. Leads for recurring service customers (cellular services, cable services, etc.) can also command significant premiums, depending on the demographic of the prospective customer, such as "likely service value over five years." 

In a growing number of businesses, such as the customer discussed above, there is also a premium to be had for generating leads in real-time.  Apart from the desire to reach out to a prospective customer before competitors do, a growing number of eCommerce scenarios emphasize near-real-time detection of qualified customer interest so as to enable cross-selling and promotion of additional, complementary products.

SQLstream Solution

The basic process we implemented was to:

• Instrument their databases and web-servers that capture, clean and classify sales purchasers

• Generate RAM streams of new purchaser prospect records

• Match those RAM messages according to confidential proprietary cross-selling rules expressed in SQLstream SQL

• Classify the prospects against current hot customer segments (third-party customers prepared to pay for well qualified leads)

• Generate an email alert stream of “hot leads” sent to target third-party sales entities and their sales representatives

• Aggregate the data continuously for reporting purposes

• Aggregate the data continuously for revenue sharing (cross-billing) to the lead consuming third-parties

• Aggregate and report on the overall effectiveness and throughput of the systems