Tuesday, 4 May 2010
I don't want no scrubs?
Yes, scrubbing is one of those horrendous but vital processes of modern day online lead gen. Having said that, advertisers who don’t use lead management systems often throw it back at me and question why don’t suppliers take responsibility by not sending invalid leads in the first place. However the reality is, whilst the huge volumes of online gen may be the fatted calf, the sacrificial lamb is often the validity of some of the data generated. This doesn’t necessarily make a supplier bad, as they themselves may be victims of rogue affiliates sending questionable traffic. Therefore, it is much better to employ sensible real-time validation with a manual scrub process to lift even the worst performing suppliers to within an acceptable level of ROI/CPA.