Previously in DM News, I wrote about a familiar scenario of steadily  declining online lead quality and the five easy steps you could  immediately take to turn your campaign around: use targeting; revamp  creative; add a qualifying checkbox; change to real-time data  delivery; and send triggered e-mail. Here are five advanced changes that you can make right now to improve  lead quality. If you don't have the expertise in-house, sophisticated  network partners should be able to help you implement these steps free. Use auto-scrub. Automatically exclude leads who incorrectly answer  key qualifying questions in your offer form. For example, if you  require consumers to have allergies and they indicate in your offer  form that they do not, then you should not receive or be required to  pay for those leads. Scrubbing bad leads upfront saves you the time  and effort of contacting consumers who have ex