[Effective Recovery]
Lead Enrichment & ROI
Recovery and ROI of the queue that finds valid phone numbers for leads — where “phone found” isn't success.
Leads with a missing or invalid phone go through a cascade of enrichment providers. Each lookup costs money; the question was whether it pays back.
Built the dashboard and the ROI model, validated against the analyst's manual monthly report.
ROI was reported on a naive “recovered” count, and the monthly report took hours by hand.
01 · Effective recovery
A lead counts as recovered only when the number is valid — proxied by the SMS platform accepting it.
02 · Two tabs
Recovery (cascade, queue latency, outcome per channel) and ROI (per source per day, plus a monthly table).
03 · 7-day attribution
Sales are attributed to an enriched lead by e-mail within 7 days, deduplicated by transaction id.
04 · The manual guide as oracle
The analyst's monthly method (queries, CSVs, dedup rules) was archived and used to validate the automated numbers.
! brokeFully refunded sales counted as sales with near-zero net, inflating ticket and conversion while revenue looked right.
→ changedOnly sales with positive net count, refunds capped at price — locked by three new invariants, tested red before green.
! brokeAfter the source changed its ID format, the call-center mirror kept every version of a transaction and inflated call-center ROI by more than half.
→ changedA prune step removes versions that no longer exist at the source.