Lead scoring is used to rank prospects in the College’s lead nurture campaign. Traditionally it is based on individual website browsing behaviors, conversion events, and social media interactions. Here, we included other prospect behaviors captured in CRM: persona interests, prior education, and lead generation date to develop a real-time machine learning solution. This implementation identifies high-value leads most likely to convert and indicates the lead-to-application conversion time is crucial to customize the nurture process for optimal success. Fanshawe’s Reputation Brand and Marketing team is using the first production version to optimize current domestic prospect nurture campaigns.

Ling Zou, Robert Downie

Fanshawe College