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Service Objects’ DOTS Lead Validation Service

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Service Objects recently released the latest and greatest version of DOTS Lead Validation, our lead verification API that cross-validates five critical lead quality components: name, street address, phone number, email address and IP address. The new service includes a technology update to some of the latest frameworks, a new interface, more options for customization, enhanced reporting and new algorithms.  We explore these in more detail below.

The new operation – ValidateLead_V3 –  offers more options for connecting with Service Objects.  In addition to SOAP, GET or POST, users also have access to a RESTful interface and can now choose XML or JSON for their response.  Current users should expect about the same sub-second speed for a transaction despite the new behind the scenes engine.  While the new engine is faster, it is also doing more work.

Regardless of REST or SOAP preference, users also will have access to a cleaner more descriptive new interface in the new ValidateLead_V3 operation.  The new DOTS Lead Validation fully supports both Residential and Business leads, however, the older interface was designed with Residential leads in mind and the new version was designed for both.  Some newer optional inputs include things like Domain name and EIN (business tax identification number).  Service Objects is working to make their business offerings even stronger and will be rolling out new features month by month.  Other optional inputs include more options for names (pre-split names and salutations).

The biggest difference for Lead Validation will be on the response.  One of the most important new feature is the “Notes” sections.  Each component (name, address, email, IP, phone, etc.) as well as the overall general lead has its own independent Notes section detailing most of the interesting things we discovered about the component.  The previous version of Lead Validation was limited to the three biggest warnings to describe what was going on with a lead.  The new version includes a lot more granularity including items both good and bad.

Individual component Notes contain specific key pieces of information about the component itself that help give more details on why a high or low score might have happened.  Was the IP Address an anonymous proxy or was it known to have been used for malicious purposes?  Is an Address vacant, is it deliverable, or is it missing key information for validation?  Is the name too short to be real, does it contain vulgar words or does it match to a well-known celebrity?  Is the phone number a mobile number, does it belong to a business or it is a google voice number?  These things and many more give clearer insight to the components of a lead.

General Notes contain information about the lead as a whole, considering multiple components.  Did the name and email match up?  Did the phone, name and address match up?  Does the IP Address seem to match the Business name or domain?  General notes often give the best indication about why a lead received a really high score or a really low one.

Other new outputs include some additional component based location information. In the previous version much of that was tracked and scored behind the scenes, but in the new version all three of the main location based components (address, IP address and phone) attempt to return a locality, admin area and Country of origin.  These can help provide some insight when data points do not seem to match up.

See for yourself how DOTS Lead Validation can help your business gain immediate insight into the quality of your leads. Sign up for a free trial key and test up to 500 transactions.

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