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5 Creative Ways to Use Scoring

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by: Bryan Brown (@getvision)
16 January 2013

Today’s marketers have access to more data than ever. Web data, email data, social data, mobile data, purchase data – the list goes on and on.

Savvy marketers are capturing this data, across channels and platforms, in a centralized marketing database. But once you have the data, how do you make sense of it and act on it? It can be overwhelming, even for experienced marketers.

One way to harness this data is by setting up a scoring system in which you take certain demographic attributes and behaviors that are indicative of engagement or interest and assign them point totals, enabling you to rank contacts depending on the objective you’re trying to achieve. You can then combine the powers of marketing automation with your scoring platform to serve up timely, relevant content to these contacts.

Intrigued? Here are five scoring model ideas that you can use to connect more strongly with customers and prospects and drive revenue.

1) Engagement Scoring Model

What It Is:

A scoring system that analyzes customer and/or prospect behaviors and tells you what contacts are most immersed in your brand within a specified time period.

For Example …

You could build a scoring model that would award points based on whether contacts opened emails in the last 30 days, visited your website more than five times this month, and commented on a blog.

What You Could Do With It:

Refine offer targeting, splitting your database into three groups (e.g. gold, silver, bronze) and using these classifications to trigger specific mailings and insert dynamic content (e.g. custom headers, special offers, etc.).

2) Inactivity Scoring Model

What It Is:

A way to identify customers whose engagement level has fallen or is dropping, based on the behaviors key to your business.

For Example …

You could create a system that reduces a contact’s score if he or she doesn’t open an email, visit your website or make a purchase within a certain time period.

What You Could Do With It:

Automatically route someone whose score drops below a specific threshold into a re-engagement messaging stream designed to waken them from their slumber by, for example, using different types of content and offers, inviting them to update preference forms or fill out a survey, or asking them to engage via social media or switch their communication preference to other channels.

3) Profile Completeness Scoring Model

What It Is:

A scoring system designed to identify who you need to gather key pieces of data from so you can deliver more relevant content.

For Example …

You might create rules that would subtract 100 points for each contact for whom email is empty, first name is empty or last name is empty. Conversely, you could add points for premium pieces of information such as a Twitter handle, physical address or phone number.

What You Could Do With It:

Create a nurture campaign designed to fill in that data and drive people to give you information that you don’t have, perhaps using progressive forms or inviting them to register via social sign-in.

4) Gaming Score Model:

What It Is:

A model that allows you to score your customers against each other based on how they’re interacting with you.

For Example …

You could run a “Be our #1 fan” promo that invites contacts to engage with your brand and collect points for visiting the site every day, reading and sharing any of your emails, and commenting on your blog – with 100 bonus points for the contact’s fifth comment!

What You Could Do With It:

Incorporate gamification into you marketing campaign and inject some excitement into your promotions, pitting customers against each other in the race for points and creating a landing page where you “surface” these points to customers, reveal badges and rewards, and offer the chance to redeem points for prizes.

5) Loyalty Score Model:

What It Is:

A way to help you discover customers who are incredibly engaged with you in ways that go beyond dollars spent.

For Example …

You might define 10 to 15 trackable user actions that indicate deep interactions with your brand and award points for these behaviors. Examples might include watching videos on your site, attending an event, redeeming an offer, sharing a piece of content to a social network, or checking in at your store.

What You Could Do With It:

Use it to segment your most loyal customers — based on either task completion or overall score — and then send a unique offer to that group, such as special discounts, early-access shopping days, complimentary services, guided tours with the owner, invitations to exclusive events and more.

Got a question about how you can use scoring to boost your marketing efforts? Post your inquiry below, and Bryan will answer it. And for more tips, connect with Bryan on Google+ or Twitter.

Related Resources
1) White Paper: "Know the Score: The Ultimate Guide to Scoring Customers and Prospects"
2) Blog: “Tips for Identifying Key Contacts Through Behaviors and Scoring
3) White Paper: “New Year’s Resolutions Marketers Can Toast To

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