How leads are spread across the 0–100 scoring range
0 leads — sorted by score, highest first
Each lead's quiz answers are compared against the historical answer patterns of people who booked a call vs. those who didn't. Answers that are strongly over-represented among bookers add points; answers over-represented among non-bookers subtract points. The raw sum is normalised to a 0–100 scale. When fewer than 5 bookers exist in the dataset, the system uses DMA Academy's known buyer profile (income range, timeline urgency, financial readiness, career change motivation) as bootstrap priors so scores are meaningful from day one.
Call within 1 hour. High financial motivation, clear timeline, ready to invest.
Follow up within 24 hours. Good intent but may need nurturing on investment.
Add to email sequence. Low urgency or financial barriers present.