Prerequisites

collect insights to create a model that acknowledges the driving factors behind customer actions, you need to collect as many customer insights as possible sync with your sales representatives to best understand what factors affect the buying process, either positively or negatively, or conduct customer research to find what they consider important while creating scores, it is also important to define negative criteria you should not only try to find factors that positively influence your customers’ chances of buying your products but also the ones that seem to discourage them it is very important to filter out people who are not interested in buying your products for instance, someone might have subscribed when visiting your website, but then only visited the job applications page include such criteria in your model with a negative score do not neglect old customers’ buying behaviours these can provide insight into factors that have historically driven purchases make sure data is available in salesforce marketing cloud (sfmc) let’s assume you already have the required data to build your model before you start, make sure to https //help salesforce com/s/articleview?id=sf mc es import data extension classic htm\&type=5 , whether it originates in sales cloud or an external crm, cloudpages form submissions, an internal marketing cloud platform such as contact builder, or imported via ftp example to build a model for a physical retailer, use information about customers’ location, orders history, and reaction to past emails https //deselect com/blog/data extensions vs lists sfmc/ and data views to build the engagement model, use one data extension that contains customer information and one that contains order information