ZiftONE scores contacts, leads, and campaigns based on user interactions with marketing materials. As prospects and users interact with your marketing activities, they generate points based on activity type. We call this a lead score. These points indicate the level of interest a prospect has in the products or services you offer.
Scoring allows your supplier to configure the level of importance of different contact (or prospect) interactions with marketing activities during setup. In most cases, there is a minimum number of points needed before the contact is considered a lead worthy of additional consideration. The default minimum score is 50 points. Your threshold may be set differently. Points are defined by the supplier during ZiftONE set-up into three categories.
Here is an example score threshold: minimum (15 points), hot (50 points), and very hot (120). It is important to note that a partner’s contacts and leads can accumulate points from multiple suppliers.
ZiftONE tracks three types of scores: contact, lead, and campaign.
- The contact score is the sum of lead scores associated with a specific contact. The higher the level of activity or points, the more likely the contact is to be a well-qualified lead. Contact scores diminish over time because a lead is less valuable with age.
- The lead score is a point value assigned to a contact when they interact with a single campaign. The higher the quantity and quality of activities or points, the more likely the contact is to be a well-qualified lead. Leads scores diminish over time.
- The campaign score is a lead score without consideration of age. Campaign scores do not diminish over time. This provides flexibility for the analyst to understand the highest point value given to the contact in a single campaign.
Here are some common actions and their scores:
- Email Open = 3 points—An email open is recorded when a recipient opens an email. In this case, it is a unique opening of the email associated with the campaign.
- Email Click/View = 10 points—An Email Click or View is recorded when a user clicks on a link in an email sent from ZiftONE.
- Landing Page View = 15 points—A Landing Page View is recorded when a recipient clicks on a link in an email or on a web page that directs them to the landing page. An example is when the recipient has shown interest by clicking on the Call to Action in the email.
- Landing Page Click = 15 points—A Landing Page Click is recorded when a recipient clicks on a link appearing on an embedded plugin or uploaded microsite. These clicks "count," even if not the same IP address, and not unique clicks. Points are counted when users click the link multiple times.
- Call to Action Conversion = 50 points—The Call to Action Conversion records the number of clicks on links in website plugins that result in recipients clicking on the Call to Action (CTA) in an email or responding by clicking links in website plugins. Ideally, items identified for conversion tracking are high value and signify a lead is hotter than a standard link. Conversions are intended to take the place of form submissions and give a comparable lead score value.
- Distributed Lead = 50 points—A Distributed Lead is a lead distributed from the supplier to a partner. These leads come to the supplier via marketing efforts outside of ZiftONE and are likely input into a PRM and sent to ZiftONE via an integration. The 50-point score is assigned to the lead when the lead is accepted by the partner. The 50 point score is assigned to the lead when the lead is accepted by the partner.
- Form Submission = 60 points—A Form Submission is recorded when someone has received an email, clicked the email, and completed the form associated with the email click. The forms are typically information gathering forms requesting name, address, and email.
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