Advanced Engagement Scoring is a feature that allows Business-to-Consumer marketers to identify and prioritize which of their contacts to follow-up with by defining a comprehensive scoring system that will automatically increase or decrease a contact’s score based on action or inaction over a specific period of time.
What Impacts a Subscriber's Score?
Subscriber's Advanced Engagement Score is based off of:
- Chosen demographic information (location, membership level, etc)
- Actions taken like opening, clicking, and purchasing.
- Non-actions like not opening, not clicking, and not purchasing
- Campaign-specific actions added when scheduling a campaign
The weight given to these items depends on how you set of the Advanced Engagement Score Configuration under Contacts > Configuration > Advanced Engagement Score
How is it different from Lifetime Engagement Score?
Lifetime Engagement Score is available for Basic and Professional licenses as well. This calculation only takes into account actions taken in emails (clicks, opens, unsubscribes) and is not time-bound.