Scenario​

Create a contact scoring program. A contact gets points for a message open (1 point), link click (2 points) or purchase (3 points).



Benefits​

  • Identify your most and least engaged contacts.

  • Use this data to create selections in  ​Selections 2.0​.

  • Send campaigns that target contacts with different scores.

Marketing Inspiration​

  • Adapt the scoring program according to your marketing strategy and goals. Here are some more ideas.

    • Assign 3 points when a contact sends an inquiry email or signs up for an event or webinar.

    • Assign 2 points when a contact forwards a message.

  • You can subtract points by entering a negative value into the ​Amount​ field in the event-based job. For example, enter -2 to subtract 2 points for a bounce.

  • In this scenario, all points are added to one attribute. As an alternative, you can create multiple separate scores. You can then use profile-based automation of the type ​Operation​ to add the three scores together in a target attribute. For more information, see Add Together Lead Scores​.

Prerequisites​

  1. Set up conversion tracking. Conversion tracking tracks when a contact reaches a goal page on your website. See Conversion Tracking​. Each conversion tracking event you create has a unique name in the system. You need to know the name of the conversion tracking event before you start setting up an automation.
  2. Create a new custom user attribute ​Scoring​. The data type is ​Number​. This is where Mapp Engage stores the points. See Create Custom Attribute​.

Procedure​

This procedure has two parts.

A) Create new event-based automation on a whiteboard. Create one automation for each recipient activity you want to track.

B) Create a selection that filters for contacts with a certain minimum score.


A) Create Automations



  1. In the ​Automation​ area, create a new whiteboard.
  2. Drag 3 ​Event​ modules and 3 ​Event-based job​ modules onto the whiteboard.
  3. Drag and drop between the  symbols to connect the modules as shown above.
  4. Define the settings for the modules as follows:


Opens: +1 Point

1. Event Module

Field

Entry

Name

Enter a name for the module.

Event

​​Message Opened (C)​

Group Name

Select the sendout group.

2. Event-based Job Module

Field

Entry

Name

Enter a name for the module.

Job

Increase or Decrease Profile Value (C)​

Contact

Select the ​Use Event Parameter​ check box.

Attribute Name

Select the custom user attribute ​Scoring​.

Amount

1


Click: +2 Points

1. Event Module

Field

Entry

Name

Enter a name for the module.

Event

​​Message Link Clicked (C)​

Group Name

Select the sendout group.

2. Event-based Job Module

Field

Entry

Name

Enter a name for the module.

Job

Increase or Decrease Profile Value (C)​

Contact

Check the ​Use Event Parameter​ checkbox.

Attribute Name

Select the custom user attribute ​Scoring​.

Amount

2


Purchase: +3 Points

1. Event Module

Field

Entry

Name

Enter a name for the module.

Event

Conversion Registered (C)​

Group Name

Select the sendout group.

2. Event-based Job Module

Field

Entry

Name

Enter a name for the module.

Job

Increase or Decrease Profile Value (C)​

Contact

Select the ​Use Event Parameter​ check box.

Attribute Name

Select the custom user attribute ​Scoring​.

Amount

3


Continue creating the whiteboard:

  1. Click ​Next​.
    ⇒ The ​Whiteboard​ wizard opens to step two.
  2. Click ​Activate​ to immediately activate the whiteboard. Only active whiteboards are executed by the system.
    ⇒ The whiteboard is saved and activated. The automation has the status ​Running​ if the start date is immediate and ​Scheduled​ if the start date is in the future.

B) Create a Selection​

  1. In the ​Main Navigation​, click ​Recipients​ > ​Selections 2.0​.
    ⇒ The ​Selections​ window opens.
  2. Click ​Create New​.
    The selection canvas opens.
  3. In the ​Header​ area, click the name to edit it. Create a name for the selection. The name must be unique in the system.
  4. In the ​Add New Rules​ panel, click ​Profile​.
    ⇒ The panel displays the profile attributes in your system.
  5. Drag a rule for the custom user attribute ​Scoring​ onto the canvas.
    ⇒ A new rule is added to the selection.
  6. Click the  icon to edit the rule.
    ⇒ A configuration panel appears to the right.
  7. Specify the rule with an operator and one or more values.

    Operator

    Value

    Greater Than (>)

    Enter the desired number. This is the minimum score required for a contact to be considered a highly engaged contact.

  8. Click ​Apply​.
    ⇒ The new rule is added to the selection.
  9. Click the ​Publish​ button to publish the selection.
    ⇒ Before publishing, Mapp Engage checks the selection for correctness. It only publishes the selection if the rules are logically combined, all dates in the selection are valid and all mandatory fields are filled.
    A published selection can be used for sendout, in automations and in the CMS.