Trestle’s Data Quality Tracker: August 2024
Each month, Trestle publishes insights and visualizations of some of our most popular data attributes. This Data Quality Tracker blog contextualizes how your leads perform against the rest of the industry. Please note: All data presented in this blog is aggregated and is not from an individual customer.
Phone Activity Score
Below, you’ll find a comprehensive breakdown of the activity score distribution observed by Trestle across all our customers. We’ve categorized the data into three distinct categories:
- The percentage of phones we see with activity scores of 71 and above. This is where we see consistent activity with the phone through our networks.
- The percentage of phones we see with activity scores between 31 and 70. This is where we see slightly inconsistent activity with the phone through our networks.
- The percentage of phones we see with activity scores of 30 or below. This is where we see low to no activity associated with the phone through our networks.
This knowledge-base article can provide a quick primer on interpreting the activity score. If you are interested in how this score is calculated, check out this article.
August 2024
A couple of interesting observations:
The percentages in our three activity score buckets did not shift much this month. Overall, the number of phones Trestle strongly believes are active and connected stayed around 75%, while the number of phones in the two lower scoring (less active phones) buckets rose by about half a percent.
Phone Line Type
Understanding phone validity and line type is not just about distinguishing between landline and mobile. With the introduction of VoIP, the dynamics of communications and how businesses and consumers use these numbers have evolved. The chart below offers valuable insights into the line-type distribution Trestle observed in August across our customers. This distribution represents the phone line type seen by Trestle for the numbers queried by businesses on lead forms or account sign-ups.
August 2024
A couple of interesting observations:
This month, the primary shift in line type was in mobile and landline phone numbers. Trestle saw roughly a 6% increase in the percentage of queries containing landline numbers, and overall, the number of queries with mobile phones was 9% lower. In the next section, we’ll see how big of an impact this had on carrier distribution.
Top 3 U.S. Carrier Distribution
Phone Carrier Distribution provides context into the market’s state and insights into how your lead list compares to the rest of the industry. Essentially, the majority of your sign-ups are from these carriers. In the coming months, we will further analyze our carrier data and publish more insights to compare lead quality against the typical benchmarks we observe.
August 2024
A couple of interesting observations:
Between July and August, the results show that a significantly lower percentage of phone numbers queried belonged to the top three U.S. carriers. For context, July showed about 61% of the numbers queried belonged to the top three carriers, and this month (August), only 44% of the numbers queried belonged to the top three U.S. carriers.
This demonstrates the impact of the phone number types for which we receive queries. A 15% drop in the overall percentage is significant enough to impact the overall quality of leads and sign-ups across our customer base. In the coming months, we will see if this trend continues or if it is a one-off anomaly.
What can businesses do about bad leads?
Services like Trestle’s Phone Validation API or Real Contact API can help verify leads/sign-ups, filter out disconnected phones, and ensure you prioritize the highest-quality leads that are the most contactable.
When your leads are sourced from various channels, use this data to work with them and point these issues at the front end rather than dealing with returned leads. The cost savings alone, both operationally and from receiving only higher-quality leads, could be multiple times more than the cost of these verification services. Focusing your efforts on these higher quality leads will also improve conversions with a higher ROI.
We value your input. Do these numbers align with your business’s experience? How can we further enhance lead quality and reduce COGS? Can we assist you in identifying and avoiding fake, bot, or fraudulent leads?
Let’s get your best salespeople working on the highest-quality leads. You can set up a meeting, email us at support@trestleiq.com, or check out our Phone Validation demo.
