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The Ultimate Guide to Implementing Engagement Score by WebEngage

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Did you know customer engagement is a top priority in modern business strategies? It’s true! 36% of businesses have made it their top goal and are working hard to make it happen. Whether you belong to retail, e-commerce, or any other industry, we have an amazing tool that is set to redefine how you connect with your customers.

Introducing Engagement Score, a unique feature that promises to make engagement better and marketing smarter.

Understanding the Power of Engagement Score

Engagement Score marks a significant shift in how businesses measure and comprehend customer engagement. Unlike traditional methods, it dives deeper into customer interactions, offering a clearer view of each customer’s engagement level with your brand.

How does it work?
Our intelligent scoring system empowers users to assign weightage ranging from 1 to 5 to each event in the engagement score. This weightage serves as an indicator of the importance of each action in the user journey. Subsequently, our system evaluates and assigns scores to users on a scale of 1 to 10, with 10 representing the highest level of engagement.

Scores closer to 1 indicate less engagement, whereas scores closer to 10 indicate higher engagement. Additionally, users enjoy the flexibility to set their own thresholds and create custom categories based on these scores.

Unlock Unique Benefits

  • Precision Targeting: Sorting customers by their engagement levels enables businesses to tailor campaigns more effectively, ensuring each customer receives messages that resonate with their level of engagement.
  • Churn Prediction: By leveraging Engagement Score, businesses can identify users at risk of churning and proactively offer them special promotions or incentives to retain their interest.
  • Data-Driven Optimization: Monitoring changes in engagement scores empowers businesses to continuously refine their marketing strategies, driving better results over time.

Why Engagement Scoring Matters
Engagement scores offer invaluable insights into customer behavior, allowing businesses to fine-tune their message strategy for different user segments. For instance, communication with low-engagement users may focus on reducing churn, while messages to highly engaged users can center around upselling opportunities. Additionally, tailoring communication frequency based on engagement levels can further enhance results.

Before we dive deeper, you might want to check out our earlier blog on Introduction to Engagement Score to get your basics right.

Now, let’s see what this awesome tool can do!

Maximize the Potential of Your Engagement Score

Unlocking the full potential of the Engagement Score feature opens up a world of customization and control. Here’s how you can leverage its capabilities to fine-tune your engagement strategy:

  • Enhanced Customization Options: Take charge of your engagement criteria by defining event weightage and adjusting parameters like lookback period and refresh frequency, tailored to your unique requirements. This level of customization offers precise control over what contributes to customer engagement scores.
  • Deeper Insights and Predictive Capabilities: Dive into customer behavior like never before! Our updated engagement scoring algorithms, powered by advanced machine learning techniques, analyze vast datasets to uncover subtle nuances in user engagement. Anticipate customer needs more accurately, leading to more effective marketing strategies.
  • Integration with Advanced Marketing Automation Features: Integrate with advanced marketing automation features seamlessly, empowering you to create highly personalized campaigns. Combined with dynamic content personalization, journey orchestration, and predictive segmentation, craft tailored and responsive marketing campaigns that resonate with your audience.

Example: Welcome Journey Optimization
Optimize the welcome journey for new users with Engagement Score. Gauge user engagement levels and tailor their experience accordingly:

  1. When new users sign up, they receive personalized welcome emails based on their engagement level. Highly engaged users may receive recommendations for advanced features, while less engaged users may receive introductory tutorials.
  2. Adapt the journey based on engagement scores. Showcase premium content to highly engaged users, provide feature tours to moderately engaged users and send nurturing emails to less engaged users.

On the dashboard

  • Score Clustering: Enhance engagement analysis by clustering scores towards the higher and lower ends of the spectrum. This creates more distinct engagement patterns, making it easier to identify users with low engagement levels versus highly engaged ones.

Example: When score clustering is enabled, engagement scores that were previously distributed across a wide range may become more concentrated towards the extreme ends of the scale, such as 1, 2, 3, or 7, 8, 9. This clustering effect results in clearer distinctions between users who exhibit low engagement levels and those who are highly engaged.

  • Engagement Score as a Custom Attribute: One of the key highlights of the Engagement Score feature is its integration as a custom attribute within the dashboard. This means that engagement scores are not just standalone metrics but can be utilized across various functionalities within the platform, including segment creation, campaign targeting, and user profile analysis.
  • Lookback Period: Another crucial aspect to consider is the lookback period. Our system evaluates engagement scores based on data from a specified lookback period, ensuring that scores reflect the latest and most relevant user interactions. This approach allows you to maintain engagement scores based on the most up-to-date data, facilitating accurate insights and decision-making.
  • Refresh Frequency: Stay up-to-date with user engagement trends by configuring the refresh frequency of your engagement scores. Our platform offers flexible options, allowing you to refresh scores periodically according to your preferences. Choose from refresh cycles ranging from every week, every two weeks, every three weeks, and every four weeks.

Example: Personalized Email Outreach
Leverage engagement scores effectively in an email campaign targeting strategy:

  1. Navigate to the Engagement Score section under the Data Platform tab.
  2. Customize score parameters like name, lookback period, and refresh frequency.
  3. Define segments based on engagement scores using operators like greater than or equal to.
  4. Craft personalized emails for each segment based on their engagement level.
  5. Monitor campaign performance using engagement score metrics. Track open rates, click-through rates, and conversions to optimize future campaigns.

Practical Applications of Engagement Score

Prediction and Retention Campaigns

Purpose: Identify users at risk of churning and intervene with targeted retention efforts.
Brief: Segment users based on their engagement scores and deploy personalized retention campaigns for at-risk users, such as exclusive offers or content, to re-engage them and prevent churn.

VIP Customer Rewards Program

Purpose: Reward highly engaged customers and foster loyalty.
Brief: Offer exclusive perks or early access to new products/services to highly engaged customers, reinforcing their loyalty and encouraging continued engagement.

Dynamic Content Personalization

Purpose: Deliver tailored content based on user engagement levels.
Brief: Customize content in emails, newsletters, or on the website based on users’ engagement scores. Highly engaged users receive advanced content recommendations, while less engaged users receive content designed to re-engage them.

Wrapping Up

And there you have it – the incredible world of Engagement Score at your fingertips! With its enhanced features, Engagement Score isn’t just a tool; it’s your ticket to unlocking unparalleled user engagement and retention. If you’d like to learn more, check out our documentation on the feature.

Ready to take your marketing strategy to new heights? Don’t hesitate to reach out to us at product@webengage.com or get in touch with your friendly customer success manager today. We’re here to guide you every step of the way on your journey to marketing excellence!

So, what are you waiting for? Let’s embark on this exciting adventure together!

Author

Assistant Product Marketing Manager, 

WebEngage

Harshita is a product marketing professional with 3+ years experience in related roles. Leveraging her communication, storytelling, and product positioning skills, she creates engaging content to captivate audiences. As an army kid, she loves exploring new places, cafe-hopping, and binge-watching TV shows.

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