You can assign point levels for these score sections: Demographic Score, Behavioral Score, and BANT Score.
- Demographic scoring
- Behavioral activity scoring events
- Recency scoring
- Frequency scoring
- Database behavior in a scoring model
- Adding data values to a scoring model
Use Demographic Score for contact scoring based on demographic information such as job title, industry, favorite color, or annual revenue.
Use Demographic Score to score contacts based on their data, which can be used to score on demographic data.
In this example, a contacts' favorite color is scoring (reference the following image).
The database field Favorite Color is selected.
Next, a Point level, Point value, and Criteria is added:
- Point level: Product Color
- Point value: Assign 10 points
- Criteria: Equals 'Red' or equals 'Blue'
If the value in contacts' Favorites database field meets one of the criteria, then the contact is assigned the specified points. In this case, each contact receives 10 points if their favorite color is 'Red' or 'Blue'.
When the Scoring model is saved, Acoustic Campaign only scores updated and new contacts in the database. Therefore, to retroactively calculate all the contacts in your database based on the current Scoring model, click the Recalculate Scores link at the top of the Scoring page.
Behavioral activity scoring events
The behavior score section includes activity scoring, recency scoring, and frequency scoring.
Activity: Scores on specific behaviors
Recency: Scores on the recency of a behavior.
Frequency: Scores on how often a behavior was performed over time.
Measure the interest level that a contact has with your brand by better understanding your lead. Recency Scoring gauges how recent a contact interacted with your brand.
- The more recent a contact engages with your brand, the more points you can choose to assign in your scoring model.
- Create recency scoring rules - Although recency scores are set up separately from behavioral activity scores, a mix of recency and activity scores can be used in any order. Scoring supports unlimited time frames.
To create scoring for a web form, the web form must be published and is not an opt-out web form.
Setting up Recency Scoring example
As a marketer, you want to reduce a contact's score over time, based on some of their behaviors, so you can create robust scoring models to identify the right leads to drive accurate nurture campaigns.
In the example below, you assigned different point levels to contacts who visited a Web page for cruise vacations in the last 30, 31-60 days, and more than 61 days. The expected results are:
- Contacts who visited the Web page in the last 30 days are assigned 50 points.
- Contacts who visited the Web page after 31 days were assigned fewer points (15 points or 5 points). Their interest in the cruise is not as strong as those who recently visited the page.
Database Behavior for recency scores
Acoustic Campaign adds Recency scores to the <model_name>_ Behavior field in the Scoring database. As a result, <model_name>_ Behavior is equal to Activity Score + Recency Score + Frequency Score. Recency scores recalculates and updates scoring records daily.
A contact submits a webform, and that is scored, then the contact is redirected to a tracked URL.
Acoustic Campaign scores the contact twice - one time for submitting the web form and again for visiting the tracked web page.
If you score on the event 'Submitted a [Web] form' and your web form's Submit button is configured to take the contact to a tracked URL, when the contact submits that web form, the contact is scored twice - one time for submitting the web form and again for visiting the tracked web page.
Set up your scoring rule as 'Submitted a form' OR 'Visited a Web page' to keep this from happening.
Use Frequency Scoring to help you identify contacts that clicked any social network 30 times in the last 7 days.
About frequency scoring
Frequency Scoring is a new Behavioral Score that measures the number of times a contact performs an event over a specified time. It helps answer the questions "How often did my contacts engage with my brand?" and "Are my contacts highly engaged?"
Setting up Frequency Scoring Example
As a marketer, you want to discover how often contacts open your emails.
In your Scoring Model you create the following Frequency Rule: Assign 2 points when a contact opens an Email at least 5 times in the last 7 days.:
Note: You can only add one behavior type and one time frame per Frequency Scoring rule.
Frequency Scoring calculations are based on rolling days. Because of this, scores change (dropped or added) based on the number of events a contact performs during this time. Another point to keep in mind is if a contact performs an event twice in one day, (e.g. opens 2 emails on the same day), Acoustic Campaign counts 2 events.
Database Behavior for frequency scoring
Acoustic Campaign adds Frequency scores to the <model_name>_ Behavior field in the Scoring database. As a result, <model_name>_ Behavior is equal to Activity Score + Recency Score + Frequency Score. Acoustic Campaign recalculates Frequency scores daily and updates users' scoring records.
Adding data values to a scoring model
Include numeric field values in the contact's overall score. This can be a scoring field from another score model or the number of purchases a contact made.
- Click Enable Scores from Data Fields.
- Scroll down to view a new section called Include Scores from Data Fields.
- From the drop-down menu, choose from any of the numeric fields in the database.
Note: The system does not show fields that can create circular references.
- Complete steps 1 - 3 to add more fields.
To delete a data value, scroll to the top and click Disable Scores from Data Fields, and click OK to confirm your choice.