Engagement Scoring: Boost your Marketing Cloud Personalization strategy
Posted: Mon Dec 23, 2024 5:53 am
we introduced you to the world of Personalization and in this other one we encourage you to get your Accreditation. On this occasion we want to delve into the Engagement Scoring part , which emerges as a fundamental weapon for Marketing Cloud Personalization.
What is Engagement Scoring?
This is an index within the Marketing Cloud Personalization tool tunisia phone numbers that measures the level of visitor engagement and results in a number. This score is calculated every night, taking an average between the different interactions that users have with the pages that the tool is tracking.
What is Engagement Scoring. ShowerThinking
How does it work?
Depending on the configuration we have established, Personalization assigns a value of equal or different weight to the actions carried out by each user on the digital channels that the tool is tracking. These can be actions such as clicks on links, viewing videos, downloading content, purchases, time spent on the website, among others.
For example, perhaps for our company's objectives, making a purchase is more valuable than watching a video. In that case, we will set more weight to users who have made a purchase, and less or no weight to those who have watched multimedia content. Of course, we must keep in mind that this configuration is at the Dataset level and will affect all users and campaigns.
We will need to establish the criteria that we want the tool to follow for the Scoring analysis in the tool's Settings. Once we have this, Personalization will collect data from all user interactions in real time and will update the user profiles.
What is Engagement Scoring?
This is an index within the Marketing Cloud Personalization tool tunisia phone numbers that measures the level of visitor engagement and results in a number. This score is calculated every night, taking an average between the different interactions that users have with the pages that the tool is tracking.
What is Engagement Scoring. ShowerThinking
How does it work?
Depending on the configuration we have established, Personalization assigns a value of equal or different weight to the actions carried out by each user on the digital channels that the tool is tracking. These can be actions such as clicks on links, viewing videos, downloading content, purchases, time spent on the website, among others.
For example, perhaps for our company's objectives, making a purchase is more valuable than watching a video. In that case, we will set more weight to users who have made a purchase, and less or no weight to those who have watched multimedia content. Of course, we must keep in mind that this configuration is at the Dataset level and will affect all users and campaigns.
We will need to establish the criteria that we want the tool to follow for the Scoring analysis in the tool's Settings. Once we have this, Personalization will collect data from all user interactions in real time and will update the user profiles.