Engagement scoring is a way to stack rank people that attend your event in different business segments. This can be used to fuel sales and marketing activities, persona mapping or account and campaign validation.
To setup engagement scoring, you first need to consider how you want to segment your data. Most commonly, segmentation occurs by business unit or product line.
For example, you might want to create three segments at your event:
- IT Administration
- Dev Ops
With these three segments you can create scoring models that measure how active someone is in that segment and rank them against other attendees.
What can I score?
You can allocate a point value to the following interactions:
- Pre-Registered: A person pre-registered vs showing up on the day
- Badge Printed: They actually turn up
- Session Entry: They attended a session
- Session Related Content: They request more content as the session concluded
- Vendors:They visited particular vendors, or our business unit booth
- Touchpoints: They used particular touchpoints
- Custom Fields: Scores based on the answers to custom registration questions
I have set up Segments, now what?
Person level scoring
You can see a person's progress at anytime by looking at the person record and navigating to Engagement Scoring. The chart is displaying how much of the segment a person has completed. In other words, out of all the possible points a person could obtain, how many has this particular person achieved.
In this case, the person has obtained 100% of the possible points in the Security segment, while only a small percentage in the other two segments.
Engagement Scoring Report
Within engagement scoring, you can generate an Engagement Scores Report.
This may take a while to generate based on the number of people in the event and the complexity of the scoring models.
Engagement Scoring Report
The first 12 columns are static. They also include Organisation_uid and QR UID as unique references for look-ups if used in conjunction with other reports.
After column 12, the categories in the event are included. A Y will appear if the person is in that category. Category columns start with CAT000 followed by the category name. eg: CAT001 Staff and CAT002 Delegate.
For each segment there are two columns.
There is a score and a participation percentage.
The score is the sum of all interactions from each person in a segment. The total possible points a person could have in that segment is displayed in the column header. The scoring columns are prefixed with 'SCORE', a scoring identifier, the segment name and the maximum theoretical points. eg:
SCORE SEG-001 IT Administration (Max:280)
SCORE SEG-002 Dev Ops (Max:240)
SCORE SEG-003 Security (Max:51)
The participation percentage is the sum of all interactions divided by the theoretical possible total. The participation columns are prefixed with 'PARTICIPATION', include a scoring identifier and the segment name. eg:
PARTICIPATION SEG-001 IT Administration
PARTICIPATION SEG-002 Dev Ops
PARTICIPATION SEG-003 Security
Here is an example Engagement Scoring report
(it contains 4 sample rows)
Engagement Scoring and CRM Campaigns
Another option is to setup an engagement campaign which assigns an attendee to an existing campaign within your CRM system. Rather than operating on a scoring basis (level of engagement/interest), a flag campaign notifies you of attendees who perform a particular activity at an event (requests certain content, checks into a particular session) that means they should be added to, for example, a 'marketing for Product X' campaign. If your follow-up process already has an identifier used in your CRM system, such as a Campaign ID in Salesforce, we are able to maintain this ID across our scoring frameworks.