Trestle’s Data Quality Tracker: May 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. 

May 2024

A couple of interesting observations:

This month, the number of queries with phone numbers in the 71-100 range swung back to typical volume, showing a ~14% increase over April. This indicates that we received more typical traffic that did not pull the scores down like last month.

Less than 10% of the phone numbers Trestle received queries for had an activity score of less than 30. As mentioned earlier, phone numbers in this range are considered low quality and will likely be disconnected, or the call will not be answered. If you want to filter out leads from a list, these are the best phones.

Phone Line Type

When evaluating phone validity and line type, it’s crucial to understand more about the number than just landline or mobile. Since VOIP was introduced, the nature of communications and how businesses and consumers use these numbers have changed. The chart below provides insights into what line-type distribution Trestle saw in May 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.

May 2024

A couple of interesting observations: 

Mobile phones have been the dominant method of communication for some time now, and it’s not surprising. However, the percentage changes from VOIP numbers to mobile and landline numbers are worth watching. As this tracker develops over time, we will see how these percentages shift and if they give us any insights.

With a decrease in fixed VOIP and landline numbers and an increase in mobile numbers, it’s too early to know if this is associated with the general increase in high activity scores. However, this will be the type of trend we are watching month after month.

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 that can compare lead quality against the typical benchmarks we observe.

May 2024

A couple of interesting observations: 

The percentages of these three carriers remained mainly the same between April and May. In future months, we will add data for other carrier insights, such as landline carriers and some lesser-known carriers.

What can businesses do about bad leads? 

Services like Trestle’s Phone Validation API or Real Contact API can help verify leads and filter out disconnected phones. 

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. Take leads that pass through the verification. 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. On top of that, get your best leads to your best salespeople, where these lead indicators point to the best quality. Prioritize them. Focusing your efforts will improve your conversions with a higher ROI. 

What do you think? Do these numbers line up with what you have seen for your business? Can we help further optimize your lead quality and reduce COGS? Furthermore, can we help you avoid 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.