Engagement Scoring

engagement scoring indicates how engaged your customers are—the higher the score, the higher the customer’s engagement with your content with this knowledge, you can engage with your audience on future behaviour based campaigns using the appropriate amount of content this guide will show you how to implement an advanced engagement scoring system in deselect use cases this method applies to both b2c and b2b audiences for example , retail companies benefit from audience scoring by sorting their customers for proper retargeting b2b companies, for their part, can use it to drive alignment between sales and marketing and giving insights into the best moments to reach out to the right audience on the other hand, as businesses grow, marketers are bound to receive more and more unqualified leads scoring allows for better tracking of customers, ranking them based on how qualified they are to make a purchase, enabling marketers to allocate extra resources to more qualified customers another typical model for evaluating the value of your subscribers is https //deselect com/build rfm model sfmc/ analysis how it works engagement scores depict your customers’ behaviour through numeric values these values change over time based on behavioural data such as subscriber interactions (e g clicks, bounces) and customer attributes linked to how marketers influence them (e g , sending more personalized communications) aside from their engagement score, each customer is characterized by a grade this grade shows how interested you are in your customers, and is usually a non numeric label (i e , a grade from a – f) marketers typically rely on demographic attributes (e g industry, city, job title, company name) to generate customer grades engagement scoring framework calculating the full engagement score requires using behavioural data and customer attributes the process consists of the following steps find finding the criteria/attributes that have either a positive or negative impact on the customer’s engagement define defining how important each criterion/attribute is and assigning positive or negative points that reflect the impact of each for example, a customer making routine purchases will have more impact on the final score than signing up for a newsletter sum summing up the points each customer collects based on their actions/attributes into an overall engagement score act based on the engagement score for each subscriber, placing each into corresponding tiers and devising a marketing plan for next steps