← Notes

They escalated as hot and were something else

The campaign's interactions rose to hot lead on behaviour, not on intent — and the intent was job hunting.

The interactions started escalating as hot leads. That was the signal the system had to give, and it gave it correctly by the criterion it had.

What the criterion lacked was a way to tell the nature of the interest apart. Someone who asks a lot, engages in the conversation and leaves a contact looks, from the outside, exactly like someone who wants to buy. From the inside, in the case I saw, it was a person looking for a work opportunity.

I cannot blame the system for a criterion I defined myself, in a hurry to see the campaign produce a signal.