Patent ID: 8271313

Claim:
A method of enhancing an electronic sales lead record, the method comprising: receiving, by a computer system comprising one or more processors, from a requesting entity, a plurality of electronic sales lead records including at least a first electronic sales lead record and a second electronic sales lead record, wherein each of the electronic sales lead records comprises at least a name field and one or more contact information fields; determining, by the computer system, one or more additional data item indicators to include on an enhancement list, the enhancement list being transmitted to one or more data sources; receiving, by the computer system, from the one or more data sources, at least some of the additional data items corresponding to the data item indicators on the enhancement list; accessing, by the computer system, a data structure storing associations between respective requesting entities and business rules for selection of customized statistical models; selecting, by the computer system, from the data structure, business rules associated with the requesting entity; selecting, by the computer system, based on one or more data items of the first electronic sales lead record matching criteria associated with a first customized statistical model in the selected business rules associated with the requesting entity, the first customized statistical model applied to the first electronic sales lead record to generate a first propensity score associated with the first electronic sales lead record; selecting, by the computer system, based on one or more data items of the second electronic sales lead record matching criteria associated with a second customized statistical model in the selected business rules associated with the requesting entity, the second customized statistical model applied to the second electronic sales lead record to generate a second propensity score associated with the second electronic sales lead record, wherein the second customized statistical model is distinct from the first customized statistical model; generating, by the computer system, propensity scores for respective electronic sales lead records, the propensity scores being generated using the respective selected customized statistical models and wherein the propensity scores indicate respective propensities to purchase one or more particular products or services offered by the requesting entity; and transmitting, by the computer system, enhanced sales lead records comprising at least additional data items and propensity scores associated with respective sales lead records to the requesting entity.