You can assign point levels for these score sections: Demographic score, Behavioral score, and BANT Score.
Use Demographic score for contact scoring based on demographic information such as job title, industry, favorite color, or annual revenue.
A contact's favorite color is scoring.
The database field Favorite color is selected.
Next, 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, it 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: based on specific behaviors
- Recency: based on the recency of a behavior.
- Frequency: based 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.
Recency scoring setup 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 website for cruise vacations in the last 30, 31-60 days, and more than 61 days. The expected results are:
- Contacts who visited the website in the last 30 days are assigned 50 points.
- Contacts who visited the website 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 web form (scored), which redirects them to a tracked URL.
The contact is scored 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.
About frequency scoring
Frequency scoring is a 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?"
Use frequency scoring to help you identify contacts that clicked any social network 30 times in the last 7 days.
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.
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 two emails on the same day), this counts as two events.
Note: You can only add one behavior type and one time frame per Frequency Scoring rule.
Database behavior for frequency scoring
In the scoring database, frequency scores are added to the <model_name>_ Behavior field. 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.