In our experience, it is common for multiple dealers to serve the same set of leads. We wanted to build a system to link up with all five dealers, but we wanted to also measure who was the best performing dealer in terms of conversion rates. If Dealer A was number one in conversion, we would channel the lead to Dealer A first, but the dealer only has 24 hours. If they do not accept the lead, it automatically goes to Dealer B, who is the second-best converter. This was the opportunity we were trying to automate and the result was interesting because we actually turned that opportunity into a gamification, or into a competitiveness among the dealers.