Sparkroom Announces General Availability of Sparkroom Lead IQ, Lead Performance Optimization Platform

Hosted Analytics Platform Delivers Transparency and Closed Loop Reporting to Leading Online Marketers

Toronto/Charlotte - April 29, 2008 – Sparkroom, Inc. (www.sparkroom.com), a leading provider of Lead Performance Optimization solutions for the online lead generation industry, announced today at the Finovate Startup (www.finovate.com) conference in San Francisco that it has released the first generally available version of Sparkroom Lead IQ after six months of extensive testing and customer feedback. The product, initially customized for the mortgage industry, uniquely ties together the cost of each lead with the revenue generated by each lead, providing marketers with unparalleled transparency into lead performance across lead providers, filters and segments. Sparkroom Lead IQ allows marketers to optimize their lead spend in real-time with the end result being a much more efficient investment in marketing and dramatically increased profitability.

"Buying leads that don’t make you money and making decisions six months after the fact is not an option in today’s mortgage market," said chief executive officer, Jamie McDonald. "Sparkroom Lead IQ solves the problem of transparency into which lead sources are working and which are not by delivering information on lead performance in real-time to marketers trying to optimize their spending. Decisions get made more quickly, marketing is more efficient and profitability increases."

The Sparkroom Lead IQ platform includes:

Dashboards and Analytics. Sparkroom Lead IQ measures what matters. Customizable, data-rich dashboards provide powerful insight into performance indicators such as volume, bad lead rates, conversion rates, cycle times, budgets, revenue, marketing cost, and overall return on marketing investment. Easy-to-use multi-dimensional analysis capabilities provide the insight needed to identify top- and bottom-performing lead sources, filters and segments.

Filter Management. Tracks and manages filter configurations for each lead source and maintains a complete history of settings such as lead cost, volume caps, days of week, and target filter attributes. The platform supports the accurate costing of leads to the penny, even for notoriously complex pricing and closing fees.

Budget and Volume Management. The platform provides complete transparency to track established budget and volume targets against actual operating results, as well as forecast weekly and monthly outcomes based on current trends.

Lead Screening and Validation. Sparkroom Lead IQ’s automated lead verification keeps leads that violate filters, exceed caps, or are bogus or duplicates off the sales floor and helps you tightly enforce the credits and return process, improving sales effectiveness and keeping costs down.

Sparkroom Lead IQ is web-based, hosted in a secure data center and fully-managed.

About Sparkroom

Sparkroom is a leading provider of Lead Performance Optimization software and services, a solution that uniquely combines Sparkroom Lead IQ, a hosted business intelligence platform with expert account management services to give online lead buyers the tools and expertise needed to measure, manage and optimize their lead acquisition spending. Sparkroom’s software, which it hosts and delivers to its customers on-demand, enables customers to capture, store and analyze information generated by their online lead buying activities and to gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes. Founded in early 2007, Sparkroom is privately-held, with funding from private investors and Matrix Partners. For more information, visit www.sparkroom.com.

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