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Contact Scoring
- 3 Minutes to read
- Print
- DarkLight
Scenario
Create a contact scoring program. A contact gets points for a message open (1 point), link click (2 points) or purchase (3 points).
Benefits
Identify your most and least engaged contacts.
Use this data to create selections in Selections 2.0.
Send campaigns that target contacts with different scores.
Marketing Inspiration
Adapt the scoring program according to your marketing strategy and goals. Here are some more ideas.
Assign 3 points when a contact sends an inquiry email or signs up for an event or webinar.
Assign 2 points when a contact forwards a message.
You can subtract points by entering a negative value into the Amount field in the event-based job. For example, enter -2 to subtract 2 points for a bounce.
In this scenario, all points are added to one attribute. As an alternative, you can create multiple separate scores. You can then use profile-based automation of the type Operation to add the three scores together in a target attribute. For more information, see Add Together Lead Scores.
Prerequisites
Set up conversion tracking. Conversion tracking tracks when a contact reaches a goal page on your website. See Conversion Tracking. Each conversion tracking event you create has a unique name in the system. You need to know the name of the conversion tracking event before you start setting up an automation.
Create a new custom user attribute Scoring. The data type is Number. This is where Mapp Engage stores the points. See Create Custom Attribute.
Procedure
This procedure has two parts.
A) Create new event-based automation on a whiteboard. Create one automation for each recipient activity you want to track.
B) Create a selection that filters for contacts with a certain minimum score.
A) Create Automations
In the Automation area, create a new whiteboard.
Drag 3 Event modules and 3 Event-based job modules onto the whiteboard.
Drag and drop between the
symbols to connect the modules as shown above.
Define the settings for the modules as follows:
Opens: +1 Point
1. Event Module | Field | Entry |
---|---|---|
![]() | Name | Enter a name for the module. |
Event | ||
Group Name | Select the sendout group. |
2. Event-based Job Module | Field | Entry |
---|---|---|
![]() | Name | Enter a name for the module. |
Job | ||
Contact | Select the Use Event Parameter check box. | |
Attribute Name | Select the custom user attribute Scoring. | |
Amount | 1 |
Click: +2 Points
1. Event Module | Field | Entry |
---|---|---|
![]() | Name | Enter a name for the module. |
Event | ||
Group Name | Select the sendout group. |
2. Event-based Job Module | Field | Entry |
---|---|---|
![]() | Name | Enter a name for the module. |
Job | ||
Contact | Check the Use Event Parameter checkbox. | |
Attribute Name | Select the custom user attribute Scoring. | |
Amount | 2 |
Purchase: +3 Points
1. Event Module | Field | Entry |
---|---|---|
![]() | Name | Enter a name for the module. |
Event | ||
Group Name | Select the sendout group. |
2. Event-based Job Module | Field | Entry |
---|---|---|
![]() | Name | Enter a name for the module. |
Job | ||
Contact | Select the Use Event Parameter check box. | |
Attribute Name | Select the custom user attribute Scoring. | |
Amount | 3 |
Continue creating the whiteboard:
Click Next.
⇒ The Whiteboard wizard opens to step two.Click Activate to immediately activate the whiteboard. Only active whiteboards are executed by the system.
⇒ The whiteboard is saved and activated. The automation has the status Running if the start date is immediate and Scheduled if the start date is in the future.
B) Create a Selection
In the Main Navigation, click Recipients > Selections 2.0.
⇒ The Selections window opens.Click Create New.
⇒ The selection canvas opens.In the Header area, click the name to edit it. Create a name for the selection. The name must be unique in the system.
In the Add New Rules panel, click Profile.
⇒ The panel displays the profile attributes in your system.Drag a rule for the custom user attribute Scoring onto the canvas.
⇒ A new rule is added to the selection.Click the
icon to edit the rule.
⇒ A configuration panel appears to the right.Specify the rule with an operator and one or more values.
Operator
Value
Greater Than (>)
Enter the desired number. This is the minimum score required for a contact to be considered a highly engaged contact.
Click Apply.
⇒ The new rule is added to the selection.Click the Publish button to publish the selection.
⇒ Before publishing, Mapp Engage checks the selection for correctness. It only publishes the selection if the rules are logically combined, all dates in the selection are valid and all mandatory fields are filled.
A published selection can be used for sendout, in automations and in the CMS.