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.