Skip to content
OrionStats
Log inStart learning
← Project Lab
PROJECT 03Intermediate

Lead Generation and Lead Behaviour

Business scenario

Orion Telecom's acquisition team generates ~18 leads per day across six sources. Sales complains that many leads are poor quality; marketing says sales does not follow up fast enough.

Problem statement

Describe lead volume and quality by source, region and campaign; describe how leads progress and how fast they convert; propose a lead-filtering rule.

Learning objectives

  • Measure lead volume and mix over time
  • Analyse lead behaviour (status progression, time to convert)
  • Design and evaluate a lead-filtering rule using lead_score

Instructions

Use leads. Conversion = status 'converted'. Time to convert = converted_at − created_at. A filtering rule should be judged on how many conversions it would lose versus how much sales effort it saves.

Tasks

  1. Monthly lead volume by source and campaign vs non-campaign periods.
  2. Status distribution and conversion rate by source and region.
  3. Distribution of days to convert (median, 90th percentile) by source.
  4. Conversion rate by lead_score band (e.g. deciles).
  5. Propose a minimum score threshold; quantify leads removed and conversions lost.
  6. Dashboard of the funnel and source quality.

Deliverables

  • SQL
  • Dashboard
  • Recommendation memo (1 page)

Evaluation rubric

CriterionWeightExcellentProficientDevelopingInsufficient
Data preparation & validation20%Correct filters and grain; validation checks documented and totals reconciled.Correct and complete with minor gaps in rigour or presentation.Partly correct; important steps missing, unvalidated or unclear.Missing, incorrect, or not supported by the data.
Funnel & behaviour analysis25%Correct rates, time-to-convert distributions, sensible segmentation.Correct and complete with minor gaps in rigour or presentation.Partly correct; important steps missing, unvalidated or unclear.Missing, incorrect, or not supported by the data.
Filtering rule15%Rule evaluated with explicit trade-off numbers.Correct and complete with minor gaps in rigour or presentation.Partly correct; important steps missing, unvalidated or unclear.Missing, incorrect, or not supported by the data.
Interpretation & recommendations25%Clear, quantified conclusions tied to the business question, with limitations stated.Correct and complete with minor gaps in rigour or presentation.Partly correct; important steps missing, unvalidated or unclear.Missing, incorrect, or not supported by the data.
Presentation15%Concise, well-labelled outputs a manager can act on without explanation.Correct and complete with minor gaps in rigour or presentation.Partly correct; important steps missing, unvalidated or unclear.Missing, incorrect, or not supported by the data.