Digitally generated or centrally captured marketing leads routed to telemarketing, including campaign forms, WhatsApp, central calls, email and central DMs.
SL Aesthetic Group · Version 2
Fix lead attribution before the outlet handoff.
A digital lead should enter LUMA with its marketing origin already separated into source group, source and lead-entry medium. Telemarketers validate the record, book the appointment and pass clean information to the outlet.
Outlet walk-ins, direct messages to outlet staff, and other leads handled entirely in person at the outlet.
Marketing and LUMA populate upstream fields; telemarketers verify them before appointment booking. Outlet staff consume the record.
What the anonymised sample shows
123 unique leads. Only two `Media` labels.
The December 2025 sample covers 10 preferred outlets and two brands, yet every acquisition record is reduced to either `FB/IG` or `Google/Website`.
123unique lead rows
2legacy Media values
10outlets in sample
The upstream failures
The current field loses three decisions.
Apparent duplicates in the anonymised file are still unique leads. The problem is not row uniqueness—it is that the same broad label is repeated because the acquisition dimensions were never separated.
Sources are combined
FB/IG combines Facebook and Instagram, so platform performance cannot be compared.
Source and medium are mixed
Google/Website combines where the lead came from with how the lead submitted details.
Marketing effort disappears
Neither label reliably says whether the lead came from paid advertising, organic search or organic social activity.
Operational journey
Clean data must exist before the appointment reaches an outlet.
Campaign, search, social, partner or news activity creates demand.
Source group, source, lead-entry medium and campaign are populated.
Checks missing data, follows up by WhatsApp, call or email, then books an outlet.
Ground staff focus on the in-person customer journey, not acquisition coding.
Target acquisition model
Three upstream fields, kept separate.
These describe how the lead entered the business. They should be populated by campaign integrations or structured intake wherever possible, then verified—not invented—by telemarketers.
Source group
The marketing effort that caused discovery.
Paid SearchPaid SocialOrganic Search
Why did this lead discover us?
Source
The specific platform, partner or publication.
GoogleFacebookInstagram
Where did the lead come from?
Lead-entry medium
The route used to submit the lead into the central queue.
Website formSocial instant formWhatsApp
How did the lead enter LUMA?
+
Telemarketer contact channel is a separate operational field
Record WhatsApp, Call or Email for the channel used by the telemarketer. Do not overwrite the lead-entry medium when follow-up begins.
Campaign / Ad / Enquiry remains separate too. For example, `Acne Laser $88` explains the offer or campaign—not the source group, source or medium.
Do not collapse these
Acquisition route versus follow-up channel
Forms can create leads that telemarketers later handle over WhatsApp. Both facts matter, so LUMA should store both.
Lead-entry medium
How the lead first entered the centrally managed marketing and telemarketing workflow.
Website formSocial instant formWhatsAppCentral callEmailCentral DM
- Part of acquisition reporting
- Should be captured upstream
- Should remain unchanged after validation
Telemarketer contact channel
How the telemarketer contacts or continues the conversation with the lead.
WhatsAppCallEmail
- Part of operational performance
- Can change during follow-up
- Useful for response and staffing optimisation
Example: A customer submits a Facebook instant form. The acquisition record is `Paid Social · Facebook · Social instant form`. The telemarketer then contacts the lead over WhatsApp. `WhatsApp` belongs in Contact Channel; it must not replace `Social instant form`.
Marketing-owned digital leads
Recommended source groups and sources
The target groups are closer to GA4 channel concepts and remove the overly broad `Paid` bucket. LUMA can populate these from campaign metadata so telemarketers do not need to understand ad-network details.
Organic Search
GoogleYahooBing
Normal search result, usually supported by SEO.
Key check: search result was not marked Sponsored or Ad.
Paid Search
GoogleBing
Search advertisement that appears for a query.
Prefer automatic population from Google Ads and campaign tagging.
Paid Social
FacebookInstagramTikTokXHS
Sponsored social ad or paid lead-generation campaign.
Never use `FB/IG`; retain the actual platform.
Organic Social
FacebookInstagramTikTokXHSRedditYouTube
Normal post, profile, reel, video or community discussion.
Use only if this route is inside the marketing-owned lead flow.
Paid Video
YouTubeTikTok
Video-led paid campaigns when marketing needs this separate from Paid Social.
Populate from campaign type; do not ask telemarketers to infer.
Partners / News
WahsoshiokStraits TimesZaobaoNamed partner
Trackable digital links or centrally routed leads from partners and editorial coverage.
Partner and publication should remain the Source.
Transition option
If the organisation must temporarily retain one broad `Paid` source group, keep it as a short-term bridge only. The target state should split Paid Search, Paid Social and Paid Video upstream so platform and channel performance can be reconciled with GA4 and advertising data.
Legacy-to-structured migration
What the old labels should become
A legacy label cannot always be converted into one correct answer. Where information is missing, LUMA must preserve the raw value and mark the structured field for verification.
| Legacy Media | What is known | What is missing | Target structured record | Migration action |
|---|---|---|---|---|
| FB/IG | Likely social platform family | Facebook vs Instagram; paid vs organic; entry medium | Source Group + Source + Lead-entry Medium | Use platform/campaign metadata. If unavailable, flag for verification—do not guess. |
| Google/Website | Source = Google; likely entry medium = Website form | Paid Search vs Organic Search | Paid/Organic Search · Google · Website form | Use campaign/referrer data to identify paid versus organic. |
| WhatsApp Google | Source = Google; lead-entry medium = WhatsApp | Paid Search vs Organic Search | Paid/Organic Search · Google · WhatsApp | Verify ad versus normal search result or derive from tracking. |
| WhatsApp Meta | Lead-entry medium = WhatsApp | Facebook vs Instagram; paid vs organic | Paid/Organic Social · Facebook/Instagram · WhatsApp | Replace Meta with actual platform from campaign/ad metadata. |
Telemarketer operating standard
Validate before booking.
Telemarketers should not become marketing analysts. Their job is to confirm missing information, correct obvious misclassification and lock a usable record before the appointment is sent to an outlet.
Check the prefilled origin
Confirm Source Group, Source and Lead-entry Medium are present and internally sensible.
Red flag: Source = Google but Source Group = Paid Social.
Resolve only what is missing
Use campaign metadata first. Ask the lead only when the information cannot be determined upstream.
Ask: “Was the Google result marked Sponsored/Ad, or was it a normal result?”
Record follow-up separately
Select WhatsApp, Call or Email as the telemarketer contact channel, then book the preferred outlet.
Do not change acquisition Medium to WhatsApp simply because follow-up moved there.
Ownership
Who is responsible for what?
- Own taxonomy and campaign tagging
- Ensure platform integrations populate fields
- Review Unknown and unmapped values
- Enforce structured dropdowns
- Preserve raw acquisition evidence
- Keep audit history and validation status
- Validate before booking
- Fill verifiable gaps
- Record contact channel and appointment
- Receive booked appointment context
- Manage in-person visit
- Not responsible for acquisition coding
LUMA product requirements
Design the error out of the workflow.
Training helps, but the platform should prevent combined labels and make accurate recording the easiest path.
Separate required fields
Source Group, Source and Lead-entry Medium must never share one free-text field.
Dependent source list
Choosing Paid Search shows Google/Bing; choosing Paid Social shows Facebook/Instagram/TikTok/XHS.
Automatic prefill
Use UTM, referrer, form and ad-platform metadata before asking a human to classify.
Separate contact channel
Store WhatsApp, Call or Email follow-up without overwriting lead-entry medium.
Unknown with reason
Allow Unknown / Not confirmed only with a reason, rather than forcing an inaccurate guess.
Preserve the raw label
Keep legacy `Media`, original referral and campaign values for audit and migration.
Validation checkpoint
Require telemarketer validation before appointment confirmation or outlet handoff.
Change history
Record who corrected a field, when, and what the original value was.
Worked scenarios
What a clean record looks like
Search by platform, form or follow-up channel.
| Situation | Source group | Source | Lead-entry medium | Telemarketer contact |
|---|---|---|---|---|
| Google ad → website form → WhatsApp follow-up | Paid Search | Website form | ||
| Normal Google result → website form → phone follow-up | Organic Search | Website form | Call | |
| Facebook ad → Facebook instant form → WhatsApp follow-up | Paid Social | Social instant form | ||
| Instagram ad → central WhatsApp → WhatsApp follow-up | Paid Social | |||
| Organic Instagram post → central DM → email follow-up | Organic Social | Central DM | ||
| YouTube video ad → website form → call follow-up | Paid Video | YouTube | Website form | Call |
| Wahsoshiok digital link → website form → WhatsApp follow-up | Partners | Wahsoshiok | Website form | |
| Straits Times article link → email enquiry → call follow-up | News / PR | Straits Times | Call |
Practice the target entry
Build a clean lead record.
The first three selections describe acquisition. The final selection describes telemarketer follow-up.
Record this
Launch checklist
What changes now
Implement
- Replace the single `Media` field with structured acquisition fields.
- Split Facebook and Instagram sources.
- Split Paid Search, Paid Social and Organic Search.
- Add Lead-entry Medium and Telemarketer Contact Channel separately.
- Require validation before appointment booking.
- Review unmapped values weekly during rollout.
Avoid
- Do not rename `Media` while keeping it as one combined field.
- Do not map every `FB/IG` row to Facebook or Paid Social without evidence.
- Do not infer paid versus organic from the platform alone.
- Do not let WhatsApp follow-up overwrite a website-form acquisition.
- Do not ask outlet staff to repair upstream marketing data.
- Do not delete the original legacy label during migration.
Quick answers
Common questions
Why is LUMA not named as a brand in this guide?
LUMA is the internal clinic and spa operations platform. The brands and outlets belong to SL Aesthetic Group.
Are outlet walk-ins included?
No. This version focuses on centrally managed marketing leads handled by telemarketers. Walk-ins and direct outlet-staff messages are outside this acquisition workflow.
Is WhatsApp a medium or a telemarketer channel?
It can be either, depending on the event. If the lead first enters through central WhatsApp, it is the Lead-entry Medium. If a form lead is later contacted on WhatsApp, WhatsApp is only the Telemarketer Contact Channel.
Can we automatically convert all `FB/IG` rows?
No. The label does not contain enough evidence to determine Facebook versus Instagram, paid versus organic, or the lead-entry medium. Preserve it and enrich from campaign or platform metadata.
Who fixes missing source information?
Marketing and LUMA should resolve it upstream wherever possible. Telemarketers validate and fill only gaps they can confirm before booking.