The growing competitiveness of the market has put pressure on companies to improve their customer relationship management strategies. In an era where mass marketing techniques are inadequate, lead management is at the forefront to provide a customized approach to customer acquisition. For this, lead management depends on the correct selection of leads and decision making on what type of approach to take to satisfy the requirements of customers. However, currently, firms are faced with massive quantity of data regarding customers and prospects. Data mining is a solution to cope with this problem, providing a robust approach to massive quantity of data and its complexity. In literature, there is a lack of documented applications of these techniques in lead management. In this sense, we propose a methodology that aims to improve efficiency on the distinct maturity stages of leads management. Also, the methodology aids in support the decision-making regarding the segmentation of leads. This research suggests the application of data mining techniques in the optimization of leads management processes, from capture to conversion, with the objective of improving customer conversion effectiveness. A case study was conducted in a telecommunications company. It was possible to implement the proposed method to estimate the probability of conversion for each lead. With this, was possible to segment the offer to each type of lead.

市场竞争力的不断增强，给公司施加了改善客户关系管理策略的压力。在大众化营销技术不足的时代，潜在客户管理处于提供客户定制方法的最前沿。为此，潜在客户管理取决于正确选择潜在客户并根据采取哪种类型的方法来满足客户需求做出决策。但是，目前，公司面临着大量有关客户和潜在客户的数据。数据挖掘是解决此问题的一种解决方案，它为处理大量数据及其复杂性提供了一种可靠的方法。在文献中，缺少这些技术在潜在客户管理中的书面应用。在这个意义上，我们提出了一种旨在提高潜在客户管理的不同成熟阶段效率的方法。此外，该方法还有助于支持有关线索细分的决策。这项研究建议将数据挖掘技术应用于从捕获到转换的潜在顾客管理流程优化中，以提高客户转换效率为目标。在一家电信公司进行了案例研究。有可能实施所提出的方法来估计每个潜在客户的转换概率。这样，就可以将报价细分为每种潜在客户。这项研究建议将数据挖掘技术应用于从捕获到转换的潜在顾客管理流程优化中，以提高客户转换效率为目标。在一家电信公司进行了案例研究。有可能实施所提出的方法来估计每个潜在客户的转换概率。这样，就可以将报价细分为每种潜在客户。这项研究建议将数据挖掘技术应用于从捕获到转换的潜在顾客管理流程优化中，以提高客户转换效率为目标。在一家电信公司进行了案例研究。有可能实施所提出的方法来估计每个潜在客户的转换概率。这样，就可以将报价细分为每种潜在客户。