Engagement scoring allows users to place values on each recipient’s interaction with your communications. This involves a series of values being placed beside subscriber responses to specific modules. There is no preferred method of valuing activities and is entirely dependent on each user’s discretion.
The importance of engagement scoring lies in providing users with the ability to distinguish and segment subscribers who are highly engaged from those who are inactive. Thus, users can create groups based on levels of engagement. For example, creating a mail group of highly engaged subscribers, can lead to events having a higher attendance/registration rate.
Applying scores in Profile 360
To create a ‘New Score’ in Profile 360, users will need to populate the available fields under ‘Score Activity’.
There are subscriber responses under each module. This will allow users to add in a value which they believe best reflects the score a recipient will receive.
An example of this would be for the ‘Email Composer’ module, users may specify that if a recipient has opened an email, you’ll grant them a score of ‘1’. Users may then choose to give those who have clicked into specific links within the document with a higher score of ‘2’. Furthermore, by sharing or forwarding documents to friends and family, users may give those subscribers a score of ‘3’.
By applying different values to certain activities, Profile 360 is able to generate lists of people who belong on either side of the ‘Highly Engaged’ and ‘Inactive’ spectrum.
TO CREATE A ‘NEW SCORE’, USERS SHOULD FOLLOW THESE STEPS:
- Under ‘Score Activity’ select [Create New Score].
- Apply values which best reflect the Company’s scoring of responses. Add in a number value and continue.
- Once all values have been applied to all relevant modules, move onto ‘What to Score’.
- This area will require users to select a ‘Date Range’.
- This date range will display all the published documents and past events within the account.
- In the ‘Module’ Dropdown, specify whether users want to view a specific module or all modules.
- Click Save.
Once saved, the ‘Generate Engagement Score’ will automatically run. This will provide users with a bar graph, displaying percentiles of subscribers who are highly engaged, engaged, neutral and inactive.
Users can adjust the sliders to their preference, to generate a different view of subscribers.
Setting default scores for your account or yourself
- If you want to set your current score as a default, go to Swift Score Manager.
- Here you will be able to set it for everyone or me (user logged in).
- Select a score that will be applied as default.
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