About Behavioural Scores

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About Behavioural Scores

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Behavioural scores (also called lead scores) are a short-hand measure designed to demonstrate a contact's degree of engagement with our marketing communications.


Where do behavioural scores come from?


Before reading this page about Behavioural Scores, you should familiarise yourself with the Act-On dashlet.


As you will see from that introduction, the amount of data about a contact's interactions with our marketing communications can be overwhelming. The purpose of behavioural scores is to cut through all that data and provide an rough assessment of the degree to which a contact has engaged with our marketing communications.


Behavioural scores work like this:


A system administrator in the marketing department assigns a particular point value for a specific behaviour. For example, we may decide that opening an email is worth 3 points and attending a webinar is worth 25. (Read about our actual scoring rules.)


Scores can be 'earned' for a wide range of activities. Most commonly points are earned by:


- Opening or clicking on an email

- Visiting a particular page of the website

- Filling in a particular form

- Downloading a particular document

- Custom events: attending an in-person event


With the scoring rules set, Act-On automatically calculates lead scores for all our contacts.


Scoring rules must be consistent for all contacts. In other words, we cannot have a specific set of scoring rules for litigation contacts and another set of rules for funds contacts. The score is therefore designed to gauge only the overall level of engagement, not what areas of the business that engagement relates to.


The other nice thing about scoring is that it can be changed: we can update and amend our scoring rules at any time.


Finding a contact's behavioural score


You can find lead scores in a few places:


- On the bottom of the overview page within the Act-On dashlet


- On the Business Card tab of a contact record


- In list view columns


- On the Taxi Reports