Merchant Atlas Unveils Smart Leads Sales Automation Platform
The platform provides the user with a lead-quality score to help a publisher assess whether to add a merchant to its call list.Digital media sales software specialist Merchant Atlas announced the beta launch of Smart Leads, a platform as a service designed to leverage big data and machine learning to deliver merchant leads to content publishers. The Smart Leads platform collects, cleanses and interprets local merchant data, assigning each lead a quality score. The overall Merchant Atlas platform oversees the end-to-end process of attracting, closing and monetizing new merchants for digital content publishers, ranging from online media publishers and major search engines, to the diverse array of online and mobile app publishers. Filtering features in Smart Leads, the first module of the Merchant Atlas platform, are designed to enable a content publisher to discover high-probability leads that best match its ideal customer profile. These filters include merchant marketing investment history on advertising and deals and offers, merchant location and decision-maker contact information, and categories and industry verticals for individual merchants. Other filters offer information regarding the commercial density of the merchant location, customer demographics, including age by gender, ethnicity and median income, as well as the merchant's customer spend, such as average bill per person, price range or high-end price. In addition, the platform provides the user with a lead quality score to help a publisher assess whether to add a merchant to its call list.
"Smart Leads are more effective than traditional digital leads because they contain verified data about each merchant that increases engagement, reduces marketing cost and streamlines the conversion process," a company white paper explained. "Powerful machine-learning techniques and advanced analytics enable Smart Leads to filter out businesses that will waste marketing time and effort."