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You could get quite robust with a simple model. Here are some ideas:What is the response rate on leads this user has answered? I would rate this highest.What is the closing rate?If you can break the closing rate out by source, you can assign by certain sources.Is this user better over the phone or email, and assign based on customer communication preferencesPast sales history with certain vehicles can dictate which user gets what leads with vehicles on themAppointments on trade leads - who does the best with those?
You could get quite robust with a simple model. Here are some ideas: