Systems and methods relating to a lead distribution engine that uses margin scores

• US 8,326,676 B2
• Filed: 01/09/2008
• Issued: 12/04/2012
• Est. Priority Date: 01/09/2007
• Status: Active Grant

• Current Assignee: AutoWeb, Inc. (California)
• Original Assignee: Autobytel Incorporated
• Inventors: Rose, C. Michael, Mathews, Peter D., Sward, Jeffrey E., Dunkle, Glenn R., Dohoney, John L., Davis, Glenn S.
• Primary Examiner(s): DIXON, THOMAS A
• Application Number:
  US11/971,809
• Publication Number:
  US 20080201203A1
• Time in Patent Office: 1,791 Days
• Field of Search: 705/7.33
• US Class Current: 705/7.33
• CPC Class Codes: G06Q 10/06375 Prediction of business process outcome or impact based on a proposed change
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 30/0205 Location or geographical consideration

Abstract

Lead distribution systems and methods distribute consumer business leads received from lead sources for routing to one or more destinations that will use the lead and/or will forward the lead to another destination. The system identifies a set of most profitable destinations for each lead based on a margin score, while complying with business rules associated with the lead source and destinations. Each lead source is associated with at least one cost score, reflective of a monetary cost for the lead and of other business considerations associated with the lead source. Candidate destinations are each associated with a revenue score, reflective of an amount to be paid for a lead and of other business considerations associated with the destination. A margin score for each destination is calculated based on the cost and revenue scores, and the lead is distributed, based at least in part on the calculated margin scores.

Claims

1. A lead distribution system to distribute consumer business leads from lead sources to a plurality of lead destinations, the system comprising:

a processor configured to receive an electronic notification of a lead received from a lead source, the lead providing information about a consumer inquiry regarding an available product or service;

computer-readable storage with which the processor is in communication, the computer-readable storage storing;

information about lead sources from which the lead distribution system purchases leads, comprising, among other information, a cost score calculated for leads from the lead source, the cost score being based at least in part on an actual cost to purchase the lead from the lead source, wherein the cost score is further based in part on one or more business considerations associated with the lead source;

processor-readable instructions configured such that together with the processor a scoring engine is implemented that calculates a margin score for each of a set of destinations that purchase leads, the margin score calculated as the difference between a revenue score assigned to each of the destinations and the cost score of the lead, wherein the revenue score for each destination is based at least in part on an actual price offered by the destination for purchase of the lead; and

processor-readable instructions configured such that together with the processor a destination selection engine is implemented that selects one or more destinations to which to distribute the lead, wherein the selection is based at least in part on the margin scores.

2. The lead distribution system of claim 1, wherein the computer-readable storage further comprises processor-readable instructions configured such that together with the processor a fulfillment engine is implemented that distributes the lead to the one or more destinations selected by the destination selection engine.

3. The lead distribution system of claim 1, wherein the computer-readable storage further comprises processor-readable instructions configured such that together with the processor a control module is implemented, the control module being configured to modify the cost score for the lead source and/or one or more revenue scores, thereby affecting subsequent calculations of the margin scores by the scoring engine and selection of the one or more destinations to which to distribute the lead by the selection system.

4. The lead distribution system of claim 3, wherein the computer-readable storage further comprises processor-readable instructions configured such that together with the processor the control module is further implemented to increase distribution of leads to one or more destinations by increasing the revenue scores of the one or more destinations, wherein the actual revenues received from the one or more destinations may remain unchanged.

5. The lead distribution system of claim 3, wherein the computer-readable storage further comprises processor-readable instructions configured such that together with the processor a lead log storage module is implemented to store a record of the lead distribution system'"'"'s lead transactions, wherein the control module is further implemented to recognize one or more patterns in the lead log records and to automatically modify one or more cost scores and/or revenue scores in response to the one or more patterns in the lead log.

6. The lead distribution system of claim 3, wherein the control module is further configured to automatically adjust cost scores and/or revenue scores in accordance with a schedule of known lead distribution trends.

7. The lead distribution system of claim 1,

wherein the scoring engine is further implemented to access information about a specified number of times that the lead may be distributed and about a cost score associated with the lead for each of the specified number of times that the lead may be distributed, wherein the scoring engine is further implemented to calculate a margin score for each destination for each of the specified number of times the lead may be distributed;

and

wherein, for each of the specified number of times the lead may be distributed, the destination selection engine selects a destination from the set of destinations to which to distribute the lead, wherein the selections are based at least in part on the margin score for each destination for each of the specified number of times the lead may be distributed.

8. The lead distribution system of claim 1, wherein the destination selection engine is configured, when selecting between at least two destinations with unequal margin scores, to select a first destination of the at least two destinations that has a highest margin score, even if a second destination of the at least two destinations is geographically closer to the location of the consumer.

9. The lead distribution system of claim 1, wherein the destination selection engine is configured, when selecting between two or more destinations, all of which have the same highest margin score, to select the eligible destination that is geographically closest to the location of the consumer.

10. The lead distribution system of claim 1, wherein one or more of the destinations comprises a lead intermediary and one or more lead users to whom the intermediary distributes leads.

11. The lead distribution system of claim 10, wherein the lead is a consumer inquiry regarding an automobile purchase, and wherein the lead user is an automobile dealership that purchases leads to identify consumers interested in buying cars, and wherein the lead intermediary is a lead broker that obtains automobile leads for distribution to lead users.