Case study

Prospect path

How to use data to predict which customers will respond to a sales call

The challenge

Prospect Path is a web platform that connects software vendors with buyers. Designed by Converted Media, it records every time a contact enters their details and downloads a web resource, with the aim of finding sales leads for software vendor customers.

The challenge was to use data science skills to predict which customers would respond to sales calls. With thousands of leads to go on, it can be tricky to contact the right lead at the right time. They asked whether there was a better, more data-driven business solution to their problem.


Converted Media worked with ARROW, Newcastle University’s £3.4m innovation programme. ARROW is set up to accelerate and enhance North East economic impact.

ARROW brings together the University’s research, knowledge and innovation projects. They match these with the needs of small and medium-sized enterprises (SMEs).

ARROW matched the challenge to experts at the NICD, who offer much more than data science consulting. We helped Converted Media to fine-tune the data based on tens of thousands of calls.

This enabled them to work with a new model that was within the reach of the company’s data analyst skills.


NICD helped Converted Media to: 

  • double the number of calls picked up
  • tune data parameters to fit software used in the company 
  • equip their team with the knowledge and skills to question why particular statistical approaches may or may not work



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