Engagement Score
- Ben Clark
Our customers need to understand how engaged a specific user is with their brand. Engagement score provides this, allowing our users to generate a score that continously changes through interactions with Journey Orchestration Rules and the passage of time. This functionality is provided through two Public Templates.
These Public Templates are:
Setting and Updating the Engagement Score
update engagement score will increment the existing Engagement score either up or down. The value could be defaulted or set via standard parameters.
Reading the Engagement Score
read engagement score will read the current Engagement Score and add this into the Rule flow as a field that can be used by other tiles.
Where a Engagement Score value is set or updated the values are set against the CXID used by the rule. As such these public templates can only be used in Rules where a Get CXID (which provides the CXID) has been used in the rule flow ahead of them.
In most cases our customers will be interested in how engaged a user is “at this point in time.” This provides the ability to turn around users who may be becoming disengaged or use the current interest to spark suitable offers. Due to this we want the engagement score to relect the current engagement level of the user to your brand.
Engagement activity that took place months or years ago should not be as significant in the Engagement Score calculation as engagement events created over the last couple of days. Recency adds value to the score. To create the right data we include an Engagement Score decay function. This will gradually reduce the engagement scores provided by older events with the oldest events decaying the most. This decay function is automatic and should mean that those users that are more active “right now” generally have higher scores than those more active weeks, months and years ago. This does however depend on how they have been involved with your brand.
As an example of Engagement Score decay:
An Engagement Score event created 20 days ago would have a decay of about 12% compared to the original value added
An Engagement Score event created 40 days ago would have a decay of about 48% compared to the original value added