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Anonymous
May 21, 2015
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How to make zero lowest score?

Is there a way to keep scores from dipping below zero?

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Edward_Unthank_
Edward_Unthank_Accepted solution
Level 7
May 21, 2015

A few ways you can do this.

  1. You can add a choice in the flow step, you have two choices: if score is greater than or equal to 0, change score, else do nothing.
  2. You can set a nightly or weekly scheduled batch campaign to run on people whose scores are below 0 and change those scores back to zero.
  3. You can set a triggered campaign fixing the score back to zero. Triggered when score changes and new value is less than 0, change the score back to zero.

Depending on how many decay campaigns you have (smart campaigns that subtract points from a score) , I'd probably choose between options one and two. If you only have a few, the first option is easy to implement. If you have hundreds of smart campaigns decreasing scores, the nightly or weekly scheduled batch campaign is going to be a quick solution to your problem, and doing nightly or weekly batches is a better use of processing power than triggered campaigns running to fix things (#3).

Cheers,
Edward Unthank | Founder, Etumos

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11 replies

Edward_Unthank_
Edward_Unthank_Accepted solution
Level 7
May 21, 2015

A few ways you can do this.

  1. You can add a choice in the flow step, you have two choices: if score is greater than or equal to 0, change score, else do nothing.
  2. You can set a nightly or weekly scheduled batch campaign to run on people whose scores are below 0 and change those scores back to zero.
  3. You can set a triggered campaign fixing the score back to zero. Triggered when score changes and new value is less than 0, change the score back to zero.

Depending on how many decay campaigns you have (smart campaigns that subtract points from a score) , I'd probably choose between options one and two. If you only have a few, the first option is easy to implement. If you have hundreds of smart campaigns decreasing scores, the nightly or weekly scheduled batch campaign is going to be a quick solution to your problem, and doing nightly or weekly batches is a better use of processing power than triggered campaigns running to fix things (#3).

Cheers,
Edward Unthank | Founder, Etumos

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Anonymous
May 22, 2015

Hi Sarah

Why do you want to keep zero?

I am afraid that it will cause poor scoring.

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Anonymous
May 22, 2015

I don’t want to keep it at zero, just not allow it to dip below zero. What are your thoughts? I am interested!

Sarah Mayer

Marketing Operations Manager

MarcomCentral

858.847.6638 direct

800.220.1727 office

marcom.com<http://marcom.com/>

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Edward_Unthank_
Edward_Unthank_
Level 7
May 22, 2015

I have a few opinions about this!

Behavior Score. I think of this as a "likelihood to have a positive conversation with sales" measurement. The higher the score, the more likely a lead is to have a positive conversation with a salesperson. This only goes up, and has the normal behavior score treatments. I don't put a decay on this score because I think decays hurt this as a proxy. If someone had 200 points on January 1, falls dark for 6 months, and then reactivates, it's important to know that their score was high before and that data isn't lost. That lead is more likely to have a positive conversation with sales than a prospect who hits 150 for the first time.

Demographic Score. This is a proxy for potential spend. If this person were to come crawling to you begging to do business, would they have enough money to be able to write you a check? This is more of how much you want a prospect regardless of how much they might want you. There is a threshold cutoff as a minimum, where people below that threshold are not demographically qualified, and people above that line are demographically qualified. Point accrual beyond this shows that some prospects might be better options and larger opportunities, but all demographically qualified prospects could purchase your product.

Activity Freshness Score. This is where decay scores matter. This measures how much recent activity a prospect has. It goes up based on how involved prospects are, and it goes down when they're not involved. This is a score candidate for hitting zero but not dropping below it. You would want to put a hard cap on the bottom of this score, because when this score gets into the negatives, it's misleading—someone who hasn't been active for 6 months would have to show 6 months of activity just to get out of the negative. Really we want to use this to selectively recycle leads at certain thresholds and then mark them as revived once they show more activity. The thresholds here push to a "Recycled" boolean, and you sort them in the Lifecycle Processing appropriately—put them into slower-paced nurture here, don't bug them as much. When their score changes from 0 to more-than-0, that's a great opportunity to assign tasks to sales people if they were SAL or SQL, or to trigger welcome-back emails if they were MAL or MQL.

(Also, there are profiling scores such as Buyer Stage Scoring, Persona Profiling, and Product Interest Profiling. These are more about putting people into best-fit marketing, so the scores are more inputs into profiling than important standalones. More info here.)

Cheers,
Edward Unthank | Founder, Etumos

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Josh_Hill13
Josh_Hill13
Level 10
May 22, 2015

Interesting thoughts on this Ed.

I am a fan of negative scoring so I wouldnt bother with the logic for this. But I know some models are 0-100 scaled and must rigidly maintain that.

So you could say, in each campaign:

If Score>0, then ok to do x

or if a negative score, say If Score > 5, then -5 points. otherwise, do nothing.

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