When a scoring model is retroactively scored there are few exceptions.
Scoring becomes relevant when a model is created and points are assigned. When the Recalculate button is clicked, it retroactively re-scores all the contacts in the database from the point of the model's creation, not before. Behaviors that occur before the scoring model's creation are not retroactively scored. However, there are two exceptions.
Web tracking activities are retroactively scored if a contact was anonymous before the model is created and becomes known after model is created, and when one scoring model is in the organization.
Note: Not applicable to email activities because the contact does not stay 'anonymous' if they opened or clicked an Acoustic Campaign sent email.
|Anonymous||Model creation time stamp||Become known time stamp|
|Before 4/10/2013 - 9 AM||4/10/2013 - 9 AM||After 4/10/2013 - 9 AM|
If you created the score model on 4/10/2013 at 9 AM the anonymous contact that visited a website (Event 1) before that date is stored on a different table, not the lead events table. When the contact performs another event (Event 2) after the score model was created, such as submitting a web form, the contact becomes a 'known visitor'. At that point, Acoustic Campaign applies the scoring rule from Event 1, Event 2, and any future events to the contact.
When a new scoring model is created, and the same actions (for example, form submission, download link clicks) are shared by an older scoring model, the behaviors that occurred before the new scoring model's creation are retroactively scored. This is provided that the contact performs the same action, and the recipient ID exists in the original scoring database. They are eligible to be scored in the new scoring model.
Let's clarify what we mean by Action, for example:
Old Model: Visit website A any time = 10 pts
New Model: Visit website A within last 14 days = 30 pts
In this case, the identical 'Action' is Visit website A. Note the time frame (any time versus last 14 days) although part of the scoring criteria, do not need to be identical between two models in order for the same action to be scored in the new model.
The caveat is that the same rules for assigning points (not the same point value) must be used in the newer model.
Now we have the same 'Action' (Visit website A), same recipient, and same list. Since the action was scored in old model, it is already written into Lead events table, the past behavior relative to the new model creation time is retroactively scored in the new model.
In the old model, the recipient would be assigned 10 pts, and in new model it would be assigned 30 pts from visiting website A action.
An alternative approach would be to score websites and or pages, but apply 0 points for visiting. Then, later, the points can be changed to a designated value, and upon re-calculating the scores, it retroactively applies the new point values up to the date the websites were first added to the Scoring model.
Three months ago, you created a scoring model with website behaviors or you added website behaviors to an existing scoring model, but did not apply any points (0 points).
Today, you changed the 0 points to be 10 points.
You then recalculate the scores. Scoring then goes back to the point that the web tracking behavior was added and applies the new points for each contact.