New interested parties register themselves at the beginning usually without specific information about a form in a data pool. This does not allow for a qualified statement about the quality of the collected addresses. Consequently, the enrichment of the available, often rudimentary information is a central task that should be automated as far as possible. The system offers a tool for this lead-nurturing in the form of a dual scoring model in which the profiles are evaluated according to two main criteria.
On the one hand, the system differentiates between profile scoring, which uses the explicit data of the profile for the evaluation. Here, information on the position, company size, budget, need/time window (BANT analysis), etc. is requested in any depth, analyzed and displayed in an evaluation matrix.
Parallel to this, an implied (activity) scoring is used, which evaluates the individual behaviour of the respective interested party. Information about interest, activity, main points of interest and click behaviour is determined and evaluated in a freely definable scheme.
In the area of implicit scoring the possibility is offered to make a distinction between activity (click behaviour, paths, downloads, interface) and interest (selected content). Thus, a lead generation can be qualified either from quantitative aspects (e.g. how often an action takes place) or from qualitative aspects (what interests the interested party).
For this purpose, multiple scoring can also be created, i.e. several products (qualitative scoring values) can be combined by making the appropriate configuration settings. This functionality enables the parallel processing of different scoring values in one run.
Note that the scoring functionality can only be used with person-related tracking of the system.Profile and Activity Scoring
Technical implementation
You set up/adapt the preset criteria by setting and/or overwriting the proposed values in the Scoring section under Settings at Global and Client Level.
Profile scoring
The profile scoring of the entered profiles is done by defining the target groups. If a profile falls into this target group, the profile automatically receives the specified scoring points of the target group.
The value set here corresponds to a score that is evaluated (cumulated) in the final scoring matrix. Profile scoring values for individual profiles are calculated every three hours.
Activity scoring
The activity scoring is based on object-based information carriers (eMailing, article, form, LeadPage, Smartlink) as well as information exchange via the web service interface.
The system provides basic scores on request. Whether and to what extent these evaluation schemes can be mapped to the individual customer analyses must be clarified individually. Definitions for profile scoring must be created individually in each client.
The rules for setting up, inheritance and individualization apply in the same way as the functions known up to now, i.e. setting up at global level applies initially to all subordinate clients, the same applies to inheriting clients via templates to the object level.
An individual score value can be assigned to each action, which is considered and evaluated in the scoring matrix.
The evaluation of multiple/repeat clicks or actions is freely configurable. The critical period compared to the actual first contact with the information can be determined via a dropdown. In this period, multiple clicks are not included in the scoring evaluation.
The time period for considerations in Activity Scoring can be defined below the Activity Scoring configuration. Intervals from one month to 36 months are available.
Individual scoring values can also be assigned at e-mail and/or item level.
Individual scoring values
You can set individual scoring values for different actions in an e-mail message depending on the importance of the action.
Individual scoring values can be specified for the following objects: e-mailing, article, form, lead page, SmartLink, WebTouchPoint, Web service.
It is important to note that one click leads to multiple scoring evaluations due to overlapping. The table below defines the effect of each click and the relative dependencies.
For example, a click on an article landing page within an e-mailing generates both a scoring entry (click) in the e-mailing and an entry (opening) in the article.
Thus, several scoring entries can be defined with one action. If this is not desired, the scoring value in the subordinate object - in the example case the article - must be entered as 0.
| Action in eMailing | eMailing | Article | Form |
SmartLink |
| Opening of the eMailings | Opening | |||
| Click on link in the eMailing | Click | |||
| Click on form in eMailing | Click | |||
| Click on SmartLink in eMailing | Click | |||
| eMailing as PDF, read aloud | Click | |||
| Present e-mailing as social sharing | Click | |||
| Displaying eMailing as an online version | Click | |||
| Displaying eMailing as Web/Mobile | Click | |||
| Click on unsubscribe | Unsubscribe | |||
| Click on article Landingpage (auto) in eMailing | Click | Opening | ||
| Click on article Landingpage (ext) in the eMailing | Click | Opening | ||
| Click on article PDF, reading aloud, sharing in eMailing | Click | Click | ||
| Click on link in article | Click | Click | ||
| Click on form in eMailing | Click | Opening | ||
| Click on SmartLink in eMailing | Click | Opening |
In order to record or consider downloads or landing pages via scoring, the corresponding SmartLinks must be included in the scoring. In general, SmartLinks can be used as a versatile instrument, especially in content scoring, since a wide variety of objectives, including external ones, can be evaluated and the values obtained can be integrated into the scoring matrix.
Scoring groups
A new scoring group is created in the Settings/Scoring folder under the Settings/Groups tab. Several scoring groups can be used, for example, to evaluate the behaviour of different groups such as customers or partners in a differentiated manner. Existing scoring groups can be renamed here, their order can be changed and existing scoring groups can also be deleted.
WebTouchPoint
Using the WebTouchPoint, websites outside the system can be included in a scoring evaluation. You can find more information on this topic in the article WebTouchPoint.
To assign individual scoring values for a website visit, you have to activate the individual configuration and integrate the tracking code into the website.
Web service
You can also assign an activity scoring value to profiles via SOAP API. The method: addScore from the profile WSDL is available for this purpose. You need the profile ID, the ID of the scoring group and the value to be assigned with individual names for the call.
Widget
For the scoring area, an individually configurable widget can be created on the desktop, in which defined profile and/or action values can be graphically displayed.
It should be noted that any individualization of the scoring values that has been carried out will lose its validity if it is reset to the system default values.
Mapping of Activity and Profile Scoring
The final evaluation of the scoring matrix is configured in the Settings area.
Here the threshold values for the 4 Profile Scoring columns (A-D) and the 4 Activity/Interest Scoring rows (1-4) are defined.
The result is a matrix of one or more lead profiles.
For example, a threshold value can be individually defined when the lead has exceeded the threshold for transition maturity, e.g. all leads that meet criteria A1, A2, B1, B2 ... are processed manually, transferred to a CRM system, and so on.
Whether absolute scoring values or simplified A/B/C/D and 1/2/3/4 categories: with the help of the target groups, these can be queried and exported via the web service interface or the request manager.
Local and global scoring
In order to be able to perform scoring evaluations across clients, it is possible to map a global scoring group with one or more scoring groups from any client. The global scoring group now includes the values of all participating (mapped) scoring groups.
The configuration takes place in the global scoring configuration under the Settings tab in the Groups sub-tab. Here you can open and extend the mapping configuration by clicking on Mapping.
Target group selection
In target groups both the Activity Score and the Profile Score can be evaluated. With the activity score values, it must be taken into account that a distinction is made between profiles with activity score = 0 and profiles that never had any score value. To select all profiles that have less than 0 or exactly 0 or never had any scores, the selection must be: "All profiles of the pool - and not - Activity Score > 0".