Proposal of Lead Qualification Method Considering the Usage Status of Other Stores

Abstract

In this study, we developed a lead qualification method to run effective lead nurturing campaignsfor shopping complexes and EC sites with various shops. By using this method, it is possible to extractpromising prospective customers and understand the characteristics of customers who use or do not usestores. We found that the model improves the accuracy by incorporating the customer's data about otherstore usages. Our method would help shop managers analyze the characteristics of the customers who usethe store.