Embodiments disclosed herein provide a solution in determining a lead value and making an introduction accordingly. In some embodiments, in response to a consumer's search request for a retail item within a geographical area, a decision system may obtain from a local database a list of dealers capable of provisioning the retail item—such as a new or used vehicle—at various locations within the geographical area. For each dealer, the system may calculate a dealer score across a plurality of tests and set a dollar value to an introduction utilizing the dealer score associated therewith. The performance measures of the tests may be normalized and adjusted utilizing a set of coefficients. The list of dealers may be sorted per dollar value of introduction and presented to the consumer. To provide more accurate dealer evaluations, the system may periodically reset the set of coefficients using sales data.