Are we there yet? Get more by scoring prospects.
One really useful thing that we can do with all the data that streams past us on a daily basis is create two (or three) dimensional scoring models.
The purpose of a scoring model is to better understand where visitors are in their lifecycle. By assigning values to different visitors, as they come across the digital channels over multiple visits, you can do things like rank them in order of importance. Or, you can look for common behaviours amongst common scores (or different scores).
One dimensional scoring
One dimensional scoring is quite straight-forward. You’re assigning points to visitors as they do certain things, like view a product page, or interact with a calculator etc. The more points they have, the more engaged they generally are. Your digital analytics platform is then able to report back on each visitor and their score, this is also useful when you want to target them with something.
Ideally though, you also want to ensure your analytics platform can “bucket” the scores, such as 0, 1-25, 26-50, 51-75 etc, because with that you’ll be able to see scores based on different segments such as, traffic sources and campaigns.
So now you have your one-dimensional scoring; and it’s a good usa email list 30 million contact leads place to start. It should immediately begin to provide some insight to you around what customers vs. prospects are doing differently, and from it, you’ll be able to produce a histogram of scores.
Below illustrates the scores by various metrics: Visits, Visitors and Revenue. We can see that the majority of Visits and Visitors have scores of between 41 and 320, and that purchasing tends to occur when their scores are between 161 and 2560. In fact, the highest revenue is attributed to scores in the 641-1280 range.
1d scoring
So, one dimensional scoring is useful to start the ball rolling, and helps us to determine whether the customer or prospect is ready to begin a conversation with us. The higher the score, the more ready they are. Notice that there are a bunch of prospects in the ‘None’ and ‘<10’ buckets, these are likely to be brand new visitors who haven’t really done anything on the site. The guys between 40 and 160 are the prospects, it is these ones that should most definitely be engaged through some type of targeting capability, such as Adobe Target.