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Marketing Solutions represented by David after David Ogilvy the Father of advertising and the pioneer of the A/B test. Represents out of the box, data driven thinking and ideas.



Use Machine Learning as a Service (MLaaS) to generate lists of South African consumer leads most likely to respond to your campaigns.

Optimise lead generation and boost ROI

Apply advanced analytics and machine learning to generate leads lists to target your most desirable consumers and those profiled as most likely to respond to your campaign.

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Principa Genius Leads is a POPI compliant provision service of South African consumer leads. We use advanced analytics and Machine Learning to optimise lists of new or existing marketing leads, so you target your most desirable customers and those profiled as most likely to respond to your campaign – improving campaign take-up and long-term customer profitability. We offer the following two Genius Leads options in delivering an optimal Marketing leads list for your campaigns:

New POPI compliant Consumer Leads We will take the full South African population and use our Genius Artificial Intelligence engine to find the segments that best match your ideal customer profile. This is a combination of the right behavioural fit and those with the highest likelihood of responding to your offer.

Existing Marketing Leads Re-fresh Should you have an existing database of leads, we will run your existing leads through our Genius Artificial Intelligence engine to refresh the leads – updating contact details and profiling them by quality, behavioural fit and the likelihood of responding to your offer – allowing your business to decide whom to prioritise for action and what to offer them.

Please note, we work with a minimum list size of 100,000 contacts.



Frequently Asked Questions On Genius Leads

Genius Leads: How it works

Genius Leads uses our Machine Learning as a Service (MLaaS) to apply advanced analytics across a variety of data sources to provide you with quality lead lists of South African consumers who have a better chance of converting and becoming good, long-standing customers.

Diagram: How Marketing leads are filtered with Genius Leads insights as a service to generate the best list of Marketing leads for the South African market.

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  • Increase your campaign response rates
  • Reduce cost of acquisition by excluding undesirable and unresponsive leads
  • Reduce dilution of brand by reducing non take-ups
  • Segment offers to ensure relevance and improve take-up
  • Identify the most effective channels and constantly improve returns

Improve returns from your
Marketing budget.

Contacts us to discuss how Genius Leads can help improve conversion rates of your marketing campaigns and optimise marketing spend.

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Why Principa Genius Leads?

As a Principa Genius Leads customer, you get:

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  • Access to several data sources from across the South African marketplace
  • An overview of the existing and potential data universe at your disposal
  • Data cleansing, data mining and contact enrichment
  • System capabilities assessment and recommended improvements from within existing architecture and system capabilities
  • Testing of different campaigns and approaches and report-backs on results
  • A complete feedback loop through response, take-up and conversion. Our cross-channel reach allows us to test and compare the cost of acquisition to constantly challenge and drive improved returns from your new business budget
  • Identification of opportunities to evolve / improve
  • Evolution of product, communication and contact strategy through test and learn approach
  • Customised analytical models that help you reach and convert the right people

Higher ROI on campaigns

How Genius Leads Helped a Direct Short-Term Insurer and Financial Services Company to Optimise Lead Generation and Boost ROI.

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A South African direct short-term insurer and financial services company approached Principa to help improve their lead generation returns with an advanced data-driven approach to lead selection. For insurance companies, response and risk are highly interrelated when using a data-driven approach to marketing, as you will often find prospects who are highly likely to respond to an offer, but unlikely to prioritise the repayments or monthly instalments. It is of utmost importance that prospects are evaluated by both these measures or even the overall potential profitability of the lead. We profiled the client’s list of leads based on their likelihood to respond to an offer from call centre agents, as well as their ability to pay the monthly premiums. With Genius Leads, Principa applied advanced analytics across a variety of data sources to determine which leads on the client’s lead lists have the best chance of converting and becoming good, long-standing customers. We introduced lead lists that have been through a selection process into the call centres and started measuring the results against the baseline of leads that have been through no selection process. Keeping the monthly call volume stable at 500 000 calls, the results of the selection process were outstanding. The quote rate doubled and we saw an improvement of 67% in the activation rate with a 20% increase in average monthly premiums. After 12 months, the lapse rate had improved by a factor of 10% and in the first year, revenue increased by 108% and is improving every year. The Genius Leads team design and implement strategies that have made us the preferred vendor for clients across retail, financial services, telecommunications and insurance industries.

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“Principa has been our preferred analytics service provider for a number of years and has made a significant contribution to our volume growth during this time. We have experienced positive results from their analytics expertise, ability and turnaround times which have translated into higher lead responses, conversions and retentions.”

Blue Label Data Solutions

Improve returns from your
Marketing budget.

Improve conversion rates of your marketing campaigns and optimise marketing spend with Genius Leads.
Contact us for pricing information on Genius Leads.

Contact us