How do I create a lead or user scoring model? (and other common questions)
Posted by The Team at Mindmatrix on 07 July 2015 05:47 AM
Lead scoring refers to the metrics you use to determine how interested a potential customer is in your product or service. Creating a lead scoring model is a two part process. First, you must create your scoring rules and then you use those scoring rules to create a scoring model.
To create a lead scoring model, click on the “Setup” tab and then click on “scoring”.
If you want the platform to measure and grade contact activity, select "Contacts". If you want the platform to measure and grade the activity of other users on the system, select "users".
Scoring Rules: allows you specify events which indicate contact interest (e.g. visiting your website, opening a specific email, etc)
Scoring Models: allows you to assign numerical scores to the events specified in “Scoring Rules”, for example, I might give someone who lives in my area, opened a promotional email, and clicked on the link within the email a score of 50.
Score Depreciation: will allow you to specify how much a contact’s score will decrease due to inactivity.
Triggers: allows you specify which scores indicate high and low levels of interest.
CRM: will allow you to specify the level of interest necessary for a contact to be automatically pushed into your CRM account.
Creating a Scoring Rule
To create a lead scoring rule, click on the “scoring rules” tab, and then click on the add button.
Choose the type of media that you wish to make a lead scoring rule for.
For this tutorial, we will select “Email”.
The “Activity” menu has two options:
Any activity: assigns a score to your contacts if any emails sent to them are opened.
Specific activity: only assigns a score if they opened up an email that you specified.
For this tutorial, we will select “Specific Activity”.
If you want your a contact to be assigned a score only once, regardless of whether or not they repeat the activity, click on the “Unique” option.
Use the “Email Activity Type” drop-down menu to select the rule on which your scoring would be based
For this tutorial we will select “Any of the following emails opened”.
Because the selected activity type says “Specific Activity”, we need to select a specific email media. To do this, click on the “Manage Selected Items” link.
Select all emails that you wish the rule to apply to, and then click “Done”.
In this example, a contact a would get a score if he or she opened any one of the three emails selected
To remove an email from the list, click on the “X” icon.
Once you’re done, give your scoring rule a unique name, description & click on “Save”
Similarly you can create scoring rules for “Web”, “Form”, “Ext. Sites”, “Ext. Links”, and “Data”.
Web: allows you create scoring rules for web materials created in AMP
Form: allows you to create scoring rules for forms created in in AMP
Ext. Sites: allows you to make rules for websites not created in AMP
Ext. Links: allows you to make rules based on links embedded in other media (such as blog posts or email)
Data: allows you to make rules based on the data of your contact records
To edit a scoring rule that you have already created, simply click on it in the scoring rules section.
To delete an a rule, select it, and then click on the trash icon.
Creating a Scoring Model
To create a scoring model, click on the “Scoring Models” tab, and then click on the “add” button.
This will bring up on a new menu called “Lead Scoring Models”. Click on the “add” button of this menu.
This will bring up the following screen:
The “How would you like to score” menu offers two options:
“score on fit model”
“score on activity (depreciated over time)...”.
Choosing “score on fit model” will make the value of the score constant. Choosing “score on activity” will make the value of a score decrease over time.
Score on fit model
For this section of the tutorial we will select “score on fit model”.
On the left side, you will see all the rules created under the “Scoring Rules” section
To specify which activities are necessary to earn a score, simply drag the activities into the box.
To specify whether the contact must complete all of the activities, any single activity, or some combination of activities, click on the “Advanced” link.
To specify that a contact must complete all activities to earn a score, write “and” between each activity number. For example, this box, to receive any score at, the contact would have to both live in Pittsburgh and have opened any email.
To specify that a contact can earn score by completing any of the activities, write an “or” between each number. For example, in this box, the contact could either open any email, or be located in Pittsburgh to receive the score.
To make specific combinations of activities necessary to earn a score, place the activity numbers in parentheses.
For example, under these conditions, a contact could earn a score if he or she opened any email and filled out a demo form, works in Pittsburgh and is a trade show lead, opened any email and is a trade show lead, or works in Pittsburgh and filled out a demo form.
Give you scoring condition a unique name, description & click on “save”
Give you scoring model a unique name, description & click on “save”
Your scoring model is now ready
Score on activity (depreciate over time)
For this part of the tutorial we will select “score on activity (depreciated over time)...”.
Drag & drop your rules in the provided box
Now from the “What would you like to score on” drop-down menu, select the activity based on which you would like the score of your contacts to depreciate
For example, let’s select “any email opened”
For this tutorial, we will assign it a score of 10.
Threshold limit refers to the highest number of activities that can be considered unique for a particular contact, for demonstration purposes, we will set the threshold limit to “5”.
Click on “save” to save the scoring model
Score Depreciation Tab
Now click on the “score depreciation” tab
For this tutorial We will set the number of days to “10” & % depreciation to “%25”. To save your depreciation values, click on “Apply Depreciation Settings”
Let’s say one of your contacts Joe, opens an email and is located in Pittsburgh, as per the conditions set by us, Joe would get a score on +100 on September 1st. However the score of Joe would depreciate by 25% after 10 days of the activity we selected in the “what would you like to score on” menu. Therefore, on the 10th of September Joe’s score would get depreciated to “75”. If Joe looks at another email on the 11th of September, his score would again shoot up by 100 making his score +175. However, after 10 days, i.e. September 21’st, his score would have depreciated again by 25%.
Triggers allow you to determine the Interest Level of your leads based on their scores. To view your triggers, click on the “Triggers” tab
By default the score of the interest levels range from 0 to 400 but you can change them as per your requirements
For example, let’s change the range to
Not sure: 0-99
When you are done, click on “apply triggers”.
Anyone from 100-199 will get an interest level of “Low”.
Anyone scoring between 200 and 299 will show an interest level of “Medium”
Scores between and 300-399 will get an interest level of “High”
And finally, contacts who have a score of 400 or above will receive an interest level of “Hot”
To program the system to auto-push the contacts with a specific interest level to your CRM, click on the “CRM” tab.
From the “crm push” drop-down menu, select the interest level of your choice. For example, let’s select “High”
Once done, click on “Apply CRM Settings”
Now all your contacts with an interest level of “High” will be automatically pushed to your CRM account that has been integrated with the system