Application of the Bag-of-Words Algorithm in Classification the Quality of Sales Leads

The article presents a sales lead classification method using an adapted version of the Bag-of-Words algorithm. The data collected on the website of a financial institution and evaluated by that institution undergo a classification process. It is expected that the customer submitting data through a web form should be a person interested in a particular financial product. It often happens that instead of a person, i.e. a human user, it is a bot – a computer program that simulates human behavior. However, bots deliver lower quality sales leads. The way in which a web form is handled by a bot differs from the way in which it is completed by a human user. It is therefore possible to analyze the behavior on the website and to link it with the evaluation of the submitted data. The Bag-of-Words algorithm has been adapted to deal with this particular task. Experimental research based on the real-life data obtained from a bank shows how effective this algorithm is in the sales leads quality classification.