Score Models

The Score Models feature allows you to create multiple Score Models that control when and how Lead/Contact scores are modified when certain actions occur. This article outlines how to create and use Score Models.

The Score Models feature requires at least a ClickDimensions Business license level to be accessible. If you would like to upgrade to gain access, please reach out to your Customer Success Manager for more details.

Create A Score Model

First, navigate to the Score Models section within the Audience navigation area:

Once in this view, click New to create a new Score Model. When the new Score Model opens, provide a name and save the record:

Next, click the Design ribbon button to open the Score Model Designer:

The blank Score Model Designer will look like this:

Target Audience and Multiple Models

Now that you've opened the Score Model Designer, you can select a target audience to apply the Scoring Model to. This setting is for the current Scoring Model and allows you to select the following record types:

• Contacts and Leads
• Contacts
• Leads

Since you can create multiple Scoring Models, this allows you better control over how you can score your potential Leads versus your existing Contacts and gives you the ability to check and compare different Scoring Models to find the most accurate predictive models for your needs.

Score Rules

 The Score Rules specify how a Lead or Contact's score will be modified when certain actions occur. To add a new Rule, click the + Add Rule button:

This will cause a new, unconfigured rule to appear in the Score Model Designer:

Next, simply choose the IF condition, the Action, and the Value to create your desired rule. You can choose from the following IF conditions:

• Email Opened
• Email Clicked
• Form Submitted (includes Web Content Forms/Form Captures)
• Form Submission Failed
• Website Visited (requires ClickDimensions tracking script on website)
• Page Viewed (requires ClickDimensions tracking script on page)
• Opportunity Lost (for Contact models)
• Opportunity Created (for Contact models)
• Event Registered (all event connectors)
• Event Attended (all event connectors)
• Unsubscribed (emails)

And the available actions are:

• Increase Total Score By
• Decrease Total Score By
• Set Total Score To

You can also add a Degradation Rule by clicking the + Add No Activity Rule button:

This will allow you to perform a selected action if they are inactive for the specified number of days:

The available actions are:

• Decrease total score by
• Set total score to

You can add multiple Rules to your Score Model, but you can only have one 'No Activity' rule and one rule per action. For example, here is a screenshot showing a Score Model that is configured to increase a Lead/Contact's Total Score by 10 if a Form is submitted, to increase the Total Score by 5 if an email is clicked, and to decrease the Total Score by 3 if a Lead/Contact has no scoring activity within 31 days:

Finally, decide if you want your new Score Model to be active or inactive by toggling the Active setting near the bottom of the Score Models Designer and, once you've set it how you want, click Save & Close to finish creating your Score Model.

Viewing Scores

To view all of the Scores that have been generated for various Leads and Contacts across all of your models, navigate to Audience > Scores:

Each Score record represents the associated Lead/Contact's score for the relevant Score Model. This single Score record will be repeatedly updated as the Lead/Contact generates additional points in the associated Score Model. You can then select a Score record to view its particular details.

The example shown above illustrates this: The "Curtis Luckey" Lead has accumulated 25-points within the "Example Score Model 1" Score Model created earlier in this article. These 25 points were calculated based on four scoreable actions as configured in that example Score Model: one Form submission (+10 points) and three Email Clicks (5 points x 3= +15 points): 15 + 10 = 25 points.

Alternatively, if you would like to view the points that have been accumulated for within a specific Score Model, you can navigate back to Audience > Score Models, then open the Score Model record and select its Scores tab to view only its scores:

This view does not show the associated Lead/Contact lead, so to see which Lead or Contact a Score record's Score was applied to, you can open the Score record via the "Score" column and check the Contact or Lead field:

Finally, you can view the Score records associated to a particular Lead or Contact by opening the Lead/Contact record and navigating to the record's Score view. Each Score record is labeled with its corresponding Score Model:

You can also select a single Score record and use the Score History option to open a new window and view which actions have updated the Lead/Contact's score along with the score value and the date/time that the update was made:

Conclusion

The Score Models feature provides an easy way to help gauge your target audience's interest and interactions with your marketing activities. Now that you are able to create Score Models to generate Scores, you can take this further by using Campaign Automations to automate actions when a Lead/Contact reaches a set score on a specific Score Model. This can be done with our Score Reached trigger which you can read more about here.