Lead generation / Home Shield / Lead quality & measurement
Lead quality, before the creative brief.
A fictional cohort, clearer decision rules, and a practical path from sales feedback to a testable creative brief.
Independent project · Simulated dataMEASUREMENT FRAMEWORK
InquiriesQualified leadsVerified customers
The decision
Resolve missing assessment and customer evidence before judging creative or changing spend.
What I built
An account measurement brief, qualification framework and fictional tracker, with prioritized review conditions and a proposed creative-feedback loop.
Simulated cohort. Acquisition cost is provisional; creative applications are proposed, not tested.
Read the full study here
For more space, use “Read full case study” above.