Anchor System Weighs Quality of Web Leads

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Database marketing firm Anchor Computer Inc. debuted software that lets users separate good Web leads from duds using an online scrubbing system.


The Farmingdale, NY, company's LeadVerifier system verifies, corrects and enhances in real time leads that are received from end users or third-party sites. An undisclosed automaker is processing several hundred thousand leads using the system, Anchor CEO Len Schenker said.


"Companies are charging anywhere from 50 cents to $100 per lead," Schenker said. "Why pay for garbage? We're really trying to separate the wheat from the chaff."


LeadVerifier processes leads against a combination of licensed U.S. Postal Service products as well as several third-party consumer and business databases with telephone and e-mail data.


Once a consumer has filled some fields online, that lead data is uploaded to Anchor's LeadVerifier servers. The data is quickly cleaned, verified, enhanced and then downloaded as a good lead or rejected as one of dubious quality. Anchor's clients determine the business rules for good leads versus bad.


LeadVerifier users can choose from a prepackaged service option or select customized processing options. The user can change or append data based on the option chosen. Options include verification of name and address, postal deliverability, phone number, e-mail, suppression processing and de-duplication.


Bill Korn is president of the LeadVerifier (www.leadverifier.com) division.


"Our target market is an end user who gets many leads, or it could be a company generating leads and wants to resell them," Schenker said.


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