Overview:

Customer engagement score (or lead score) is single metric used to measure total engagement level for each of your business users. Engagement scoring is an industry agnostic framework that works on defining set of user persona and user action that defines engagement level. Each of these attributes when assigned a weight help in cumulative calculation of engagement score for each of the users. This single metric/score can be used to segment users basis threshold score that is unique for each business.
User action (defined as Events) are either desirable (user viewing a content, user installing a mobile app) or non-desirable (user opts-out of mobile push, unsubscribes from email, user going inactive by non visiting business website). Desirable and non-desirable events have positive/negative weight assigned respectively. Users who remain engaged with have growing positive engagement score and vice versa for non-engaged inactive users.
This journey shows a simplistic version of engagement scoring logic for content/media business. This journey shows 3 blocks -

• Desirable events with Positive score Increment
• Non-Desirabel events with Score decrement
• Engagement Score decay due to Inactivity (or absence of activity)
   

Industry:
Content/Blog

Use Case:

Engagement

Segments:
Inactivity segment for D-30, D-60, D-90 - User has signed up and has not logged in last 30, 60 and 90 days.

Events:
You can have several events for this journey. 'Score' is stored as a user profile attribute that gets updated in real time.

content_viewed

Webengage.Track(“content_viewed”, {

/*String*/
“Name” :
“Email” :
“Contact” :
“Gender” :
“Plan” : 
“Last content viewed” : 

/*Date*/
“content_viewed_date” :
“Account_created_date” :

/*Time*/
“content_viewed_time” :
“Account_created_time” :

/*Number*/
“Last amount paid” :  
“Total_number_of_content_viewed” :
“Total_sessions” : 
“Engagement_score” : 

/*Boolean*/
“Logged_in” : 0
“Newsletter_subcribed” : 0
“Auto payment’ : 0

/*array*/
“recommendation_on_last_viewed” : [“CONTENT1”, “CONTENT2”, “CONTENT3”, “CONTENT4” ]
“Next_episodes” : [“EPISODE1”, “EPISODE2”, “EPISODE3”, “EPISODE4” ]

})

Step-by Step Explanation:

1. Each user enters the journey whenever they are intercepted for any of the events in the journey.
2. On positive actions like, sign up, email clicked, subscription purchased etc, score is increased by 10.
3. On negative actions like push rejected, not signed in for 7 days, score is decreased by 10.
4. If user is in one of the segments D-30, D-60 or D-90 (segment for Inactive users), check if lead score is less than -100.
5. If yes, then directly set the score as  -300. (This is done to prevent over degrading the score for an inactive user)
6. Else decrease it by 50. This is done to progresively reduce the score for users who continue to remain inactive.

Protip: You may include persona based attributes as scoring criteria. eg. If the user's has become a paid subscriber, increment lead score by say 500.
 

Need help with activating this journey? Drop a mail at support@webengage.com with your query.