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Prospect Path

Prospect Path

How to use that data to predict which customers would respond to a sales phone call

The challenge

Prospect Path is a web platform that connects software vendors with buyers.

Converted Media designed the platform. It finds sales leads for software vendor customers.

These record every time a contact enters their details and downloads a web resource.

The challenge was how to use that data. They wanted to predict which customers would respond to sales calls.

With thousands of leads to go on, it can be tricky to contact the right lead at the right time.

They asked whether there was a better, more data-driven solution to their problem.


Converted Media worked with ARROW, Newcastle University’s £3.4m innovation programme. ARROW is set up to accelerate and enhance North East economic impact.

ARROW brings together the University’s research, knowledge and innovation projects. They match these with the needs of small and medium-sized enterprises (SMEs).

ARROW matched the challenge to experts in NICD. They helped Converted Media to fine tune the data based on tens of thousands of calls.

This enabled them to work with a new model that was within the reach of the company’s expertise.


NICD helped Converted Media to: 

  • increase the number of calls, picked up by a factor of two 
  • tune data parameters to fit software used by company 
  • equip them with the knowledge and skills to question why particular statistical approaches may not work