Engagement Scoring: Implementation Guide

Engagement Scoring Implementation guide for Salesforce Marketing Cloud created by DESelect

This guide will help you build a customer engagement scoring model in your Salesforce Marketing Cloud account using DESelect. We are going to provide you with a step-by-step guide on how to show your most and least engaged audience.

What is a customer engagement scoring model?

Customer engagement scoring is a method used to show how engaged your customers are. At the end of this process, each customer will have an engagement score. The higher the score is, the higher the customer’s engagement with your content. Engagement scores can be used for B2C as well as B2B cases. For example, retail companies can benefit from audience engagement scoring by sorting their leads for proper remarketing and retargeting. B2B companies can benefit from audience engagement scoring by driving alignment between sales and marketing and know the best moment to reach out to the right audience. 

Another typical model is RFM – Recency, Frequency, Monetary analysis. Read more about how to build an RFM model in SFMC here. Customer engagement scores are a depiction of your customer’s behavior (e.g. clicks, bounces). They are numeric values and they can change over time based on how you influence them. This means that if you nurture a customer, his/her engagement score can go up. At the same time, each customer can be characterized by a grade. This grade shows how interested you are in your customers, and is usually a non-numeric label (e.g. a grade from A – F). Attributes are normally used (e.g. industry, city, job title, company name) to generate customer grades. In order to calculate our engagement score, we are going to combine both behavioral data and customer attributes. 

The process comprises the following basic steps that help you calculate the score of each customer: 

  1. Find the criteria/attributes that have a positive/negative impact on the customer’s engagement. 
  2. Define how important each criterion/attribute is and assign positive or negative points.
  3. Sum up the points each customer collects based on their actions/attributes into an overall engagement score.
  4. Based on the engagement score for each subscriber, define what actions you need to take.
Customer Engagement Scoring Model

Why do customer engagement scores matter?

The more your company grows, the more unqualified leads your marketers will get. With engagement scoring, you can keep track of your customers and rank them based on how qualified to buy your products and services. By knowing the score each customer evaluates, your marketers can allocate more resources to customers that are more qualified and minimize the time/money loss.

Constantly engaging with the most ‘mature’ customers can have a very positive impact on the KPI’s your company is using, such as close rates and response times. You can even try defining mechanisms to automatically send the most qualified leads to your sales team. This way your sales team can focus on customers that are close to the buying decision and customers will be contacted when they are ready to be so, it is a win-win!

How to build an Engagement Scoring model in Salesforce Marketing Cloud?

Make sure data is available in Salesforce Marketing Cloud

Let’s assume you already have the required data to build your Engagement Scoring model. Before you start, bring all your data inside your Salesforce Marketing Cloud instance to use it. Some of it might be in your Sales Cloud or your CRM systems, others can originate from CloudPages form submissions, therefore you need to make sure you gather it all in one place in order to process your data.

For example, consider importing website tracking information through FTP. In this guide, we will provide an example of a physical retailer. To build our model, we will use information about our customers’ location, their order history, and reaction to previously sent emails. We store this data in Data Extensions and Data Views in our Salesforce Marketing Cloud instance. To build our engagement model, we are going to use one Data Extension that contains customers’ information, and one that contains orders’ information.

To build our engagement model, we are going to use one Data Extension that contains customers’ information, and one that contains orders’ information.

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Engagement Scoring Implementation Guide by DESelect

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