End-to-End Lead Data Flow
This is how a lead moves from a race event all the way through to the SMS scoring pipeline. Each handoff is conditional — the lead only progresses if the right consent and disposition signals are in place.
Race Partners
Lead data submitted by race event partners
HiQOR
Routes lead data downstream. Checks opt-in consent.
Mutual of Omaha
Receives consented leads. Routes to call center if marketing opt-in is present.
Call Center
Contacts the lead. Posts call disposition result back to HiQOR.
SMS Scoring Triggered
HiQOR receives disposition data and evaluates whether to trigger the SMS flow.
Consent Gate
Mutual of Omaha will only route a lead to the call center if the lead provided opt-in marketing consent at the point of data collection. Leads without consent never reach the call center and therefore never generate a call disposition — meaning no SMS is ever triggered.
Call Disposition Triggers
When the call center posts a disposition back to HiQOR, we immediately evaluate whether it should trigger the SMS flow. Dispositions that indicate a genuine conversation happened — like declines, DQs, or transfers — do not trigger SMS. Dispositions that suggest the lead was unreachable or the call was incomplete do trigger the SMS re-engagement flow.
DQed dispositions (highlighted in amber) indicate the lead was permanently disqualified and should never be messaged.
Dispositions in the Does NOT Trigger SMS card do not trigger SMS because Squeeze treats them as final outcomes. These dispositions indicate a definitive resolution and re-engagement is not appropriate.
SMS Messaging Cadence
Once a triggering disposition is received, we send a 3-step SMS sequence. Each step is designed to gather a specific signal. Reply speed and content both affect the final score.
Sent 10 minutes after disposition is received
Asks the lead about if they have activated one one day coverage. This is the first point of contact after a missed call. The reply (YES or NO) or absence of reply drives the timing of Step 2.
SMS Content (Exact Message Sent)
"You registered for your Spartan race! Did you activate your complimentary one-day race coverage yet from Mutual of Omaha? There's no cost to you and it only takes about a minute to complete. Reply YES or NO. Reply STOP to opt out."
Immediately on reply to Step 1, OR after 24 hours with no reply
Asks about race participation history. Deepens engagement and surfaces multi-race intent — a strong scoring signal.
SMS Content (Exact Message Sent)
"Do you participate in multiple races each year? Reply YES or NO. Reply STOP to opt out."
Immediately on reply to Step 2, OR after 24 hours with no reply
Asks if the lead is interested in completing a face scan. A YES reply is one of the highest-impact signals in the sequence and moves the lead into score finalization.
SMS Content (Exact Message Sent)
"Would you like a free face scan before your race to check key health markers? Reply YES or NO. Reply STOP to opt out."
If user replies YES to Step 3
"Here's your free Spartan Race Health Check: https://www.scanyourface.co/start/spartan?PatientUUID={uniqueID} Reply STOP to opt out."
STOP Reply = Immediate Suppression
If a lead replies STOP at any point, all future messages are cancelled immediately and the lead is suppressed from the campaign.
Score Finalization
The final score is calculated 7 days after the last SMS, or immediately upon face scan completion — whichever comes first.
Final Scoring Model
Every lead receives a score from 0 to 100 based on their interactions across the SMS flow. Scores are additive — every positive signal layers on top of the last. The score is capped at 100. No reply within 7 days means no engagement points are applied.
Speed bonus is mutually exclusive. Each reply qualifies for only one speed tier based on the time elapsed. Tiers do not stack.
+3 is awarded only when the SMS delivery status is confirmed as 'delivered' by the messaging provider. Messages that fail or are not confirmed delivered do not earn delivery points.
Max: +9 (3 sends)
Each reply from the lead — YES or NO both count equally
Max: +24 (3 replies)
Replied within 15 minutes of receiving the message
Replied within 1 hour of receiving the message
Replied within 24 hours of receiving the message
Replied but took more than a day. Replies received more than 7 days after the message earn 0 reply points and no speed bonus.
Lead replied YES to the coverage question
Lead confirmed they participate in multiple races
Lead expressed interest in completing a face scan
Lead actually completed the face scan — highest value event
Score Distribution Bands
Score Simulator
Use the controls below to explore how different combinations of engagement signals affect the final score. Load a preset or configure manually.
Configure Lead Signals
Lead Replied to SMS
Did the lead respond to any message?
Coverage YES
Replied YES to the coverage question
Multi-Race YES
Confirmed participation in multiple races
Face Scan Interest YES
Expressed interest in completing a face scan (replied YES to Step 3)
Face Scan Completed
Actually completed the face scan (+25). Requires Face Scan Interest YES.
Final Score
Passive / Low