Lead Scoring

Lead Scoring is a tool that will allow you to create Lead Score Events, where you can define rule sets and place values against those rules to calculate a score based on a variety of items. Once the event is active, the calculations will run nightly against the Audience Members in the database.  You will have the ability to set up multiple Lead Score Events.

• Define a Lead Scoring Model

• Assign points for actions taken by a Audience Member

• Run calculations to create Audience Member Scores

Use Cases for Lead Scoring Include:

• Determine a MQL (Marketing Qualified Lead) for a campaign based on a variety of behaviors or Audience Member attributes.

• Define the value of a Audience Member by creating ranges such as Bronze, Silver, Gold to group them based on various behaviors or attributes.

Lead Scoring Dashboard

In the Lead Scoring dashboard, you can access both Active and Inactive Lead Scoring events.

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In the table on the dashboard, you’ll see information about each Lead Scoring event including:

• The Event Name

• The Owner of the Lead Scoring Event

• The Last Ran Date of the event

• The last Changed Date of the event

• and the Status of the Event

On this screen, users with access can also:

• Create a new Lead Scoring event by clicking the Create + button

• Edit an existing event by clicking the edit icon on the right side of the table

Creating a Lead Scoring Event

When you click Create + you will be navigated to the New Lead Scoring Event page. Here you will walk through three steps to create your Lead Scoring Event:

Step 1 : Details

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In the Details step you will need to provide some basic information about your event including the Lead Scoring Name and the Owner. By default the creator of the event will be set as the Owner. When the name is provided, click Continue to advance to the next step.

Step 2 : Ruleset

In this section you can create one or more rules for your Lead Scoring Event by clicking Add Rule. An audience member can only qualify for a single condition within a Rule.  If a Audience Member meets more than one condition at the time the score is calculated, they will be given credit for the one with the Highest Score. 

In the Add Rule modal, you can create rules within the following sections:

• Email Opened

• Email Clicked

• Demographic Rule

• Web Page Visit

• Form Submit

• Product Membership

• Behavior/Behavior Attribute

Email Opened, Email Clicked, Web Page Visit and Form Submit Rules

These rules are used to give points to an audience member for either opening or clicking an Email, visiting a web page or submitting a Form.

• Choose either the “Any” option or the specific Deployment Type/Webpage/Form.

• Choose between “Exactly” or “At Least” when counting the number of times the action was taken by the Audience Member.

• Choose the number of times the action was taken by the Audience Member.

• Choose the timeframe for counting the number of actions taken by the Audience Member.

• Choose the number of points to give the Audience Member who meets the specific Condition.

• Click Add to add this single rule.

If you would like to add additional conditions to this rule, click ADD CONDITION. Several conditions can be added for the same Rule based on the number of times the Audience Member did the specified action within the timeframe.  Clicking Add Condition will allow you to define additional criteria and point values.

Additional Examples:

Demographic Rule

This rule is used to give points to a Audience Member based on the Audience Member’s demographics.

• Choose the Demographic for the Rule. 

• Based on the Demographic Type you will be given either a dropdown of choices, an open text box, or a date picker.

• Choose the number of points to give the Audience Member based on the demographic response.

Product Membership Rule:

This rule is used to give points to a Audience Member based on the Audience Member’s subscriptions and subscription classes.

• Choose the Product Type. (Magazine, Newsletter, Website, Event, Sales, Newsstand)

• Based on the Product Type the available Products will be shown in the dropdown. 

• Choose if you are scoring for “Active Classes” or “All Classes” (All Classes includes both Active and Inactive Product Classes).

• Choose the number of points to give the Audience Member who meets the specific Condition.

Behavior Rule:

This rule is used to give points to a Audience Member based on the Audience Member’s behavior or behavior attribute(s).

• Choose the Behavior from the drop down list of Behaviors for the Rule. 

• Based on the Behavior you select, you can optionally select a Behavior Attribute and define a list of behavior attribute responses.

• Choose the number of times the Behavior action was taken by the Audience Member.

• Choose the time frame for counting the number of Behavior actions taken by the Audience Member.

• Choose the number of points to give the Audience Member who meets the specific Condition.

• Click Add to add this single rule.

Once you’ve added at least one rule, the Highest Score possible for the Lead Score event will display at the top of the page if a Audience Member were to meet all the conditions and the highest possible conditions of each rule. 

Click Continue to move to the next step.

Step 3 : Score Descriptions

This is an optional section that allows the creation of “Friendly Names” for either specific scores or ranges of Scores.  This is how you could set up a Low, Medium, High range or Bronze, Silver, Gold, Platinum range.

The Scores or Ranges cannot overlap and can only range from 0 to the Highest Score value. 

Activating a Lead Score Event

Once a Lead Score Event is setup and it is ready for the calculations to begin, click in the “Save and Activate” button. 

The Lead Scoring Event will run nightly and calculate the Audience Member’s updated score while the job is “active”.

If you want to stop a Lead Scoring Event from running, you can go into the Lead Score Event and click “deactivate”.  This will stop the nightly calculation from running.

Editing a Lead Score Event

If you need to edit a current Lead Scoring Event, you can go back into the Lead Score job and make your changes.  If the event is already active, you will need to make the event inactive by clicking “deactivate”, make your changes, then Save / Save and Activate.

As a reminder, the calculations are run nightly, so any edits you made to your scores or rules, will recalculate overnight.

Querying your Lead Score Audience Members (Audience Builder)

You will be able to query Audience Members that meet your various Lead Score Event rules.

When in Audience Builder, select the Lead Score Name and then query by either selecting the score or the Score Descriptions and hit “Search”.

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