MATCHING VISITORS AS LEADS TO LEAD BUYERS

An example system comprises a memory that stores instructions, a graphical user interface, a matcher simulator, a matching engine, and a set of server computers storing instructions that cause the set of server computers to perform certain operations. The operations include accessing, at the matcher simulator, a dataset comprising observed and unobserved variables, the observed variables including visitor profiles the unobserved variables including visitor responses to presented filters having filter criteria, dividing the dataset into a training set and a value set, training a discriminative model or a generative model using the training set, using the trained discriminative or generative model, running the matcher simulator against various instantiations of the matching engine and capturing impacts of changes in the filter criteria and based on at least one captured impact determining a placement position of a splitting question in a form presented to a user in the graphical user interface.