Recently, new attributes have been created in Salesforce under the Contact, Lead, and Account tables that reference an Engagement Score. This article will explain the score’s purpose, calculation, and future changes.
What new attributes were added?
In the Lead Table: Lead Engagement Score
In the Contact table: Contact Engagement Score, Total Campaigns, Total Campaign Score
In the Account table: Engagement Score
What is the Engagement Score and why is it useful?
The idea of an Engagement Score originated from a desire to quantitatively measure user behavior. Such a metric would provide an idea of how actively engaged users are and how their engagement varies over time. Further, a quantitative measure of engagement allows us to tailor the score’s inputs to align with our perceptions of what makes for an engaged user.
Originally, the Engagement Score was formulated for contacts but has since been broadened to include leads as well. The Contact Engagement Score measures engagement based on the campaign participation of each contact. The Account Engagement Score represents the average Contact Engagement Score across each of an account’s respective contacts. The Lead Engagement Score builds off campaign participation but also considers information germane to assessing worthiness of pursuing a lead in hopes of converting them to a contact.
For contacts, a higher Engagement Score is associated with a user who is actively participating in events/opportunities to connect with our company and/or take advantage of resources to develop their knowledgebase of JMP. This may be useful in assessing how well we are enabling users, especially new users, since the time they have been converted to a contact. Also, the score could be valuable in identifying unengaged users or accounts who may be at risk of non-renewal. For leads, a higher Engagement Score is associated with a more engaged prospect whose associated identifiers (e.g. industry, lead source) are prioritized by our company. This may be useful in identifying leads who may be more valuable to pursue as they would provide high value as a converted contact.
How is the Engagement Score calculated?
The Engagement Score for leads and contacts is a point-based metric that, by construction, will have a range of 0 to 100 points. Points and weights were ascribed to values of fields found in the contact and lead tables. Feedback from colleagues was considered in assessing these numerical associations.
The Contact Engagement Score is computed as follows:
Contact Engagement Score = Total Campaign Score / Total Campaigns
The Lead Engagement Score is computed as follows:
Lead Engagement Score =Average[ (Total Campaign Score / Total Campaigns) + Target Score + Lead Source Score + Industry Score]
where,
Total Campaign Score = ∑ [(Time Score + Virtual Event Score + Date Score) * Campaign Type Score * Application Area Score * Primary Objectives Score]
The following table describes each component of the equations and their associate point-scale.
| Component |
Point Scale |
Applies to |
| Contacts |
Leads |
| Time Score |
campaign duration ≤ 30 minutes → 5 pts
30 minutes < campaign duration ≤ 1 hour → 10 pts
1 hour < campaign duration ≤ 2 hours → 15 pts
campaign duration > 2 hours → 25 pts |
X |
X |
| Virtual Event Score |
Virtual Event → 15 pts
In person Event → 25 pts |
X |
X |
| Date Score |
campaign date ≤ 1 year ago → 50 pts
1 year ago < campaign date ≤ 2 years ago → 35 pts
2 years ago < campaign date ≤ 3 years ago → 25 pts
3 years ago < campaign date ≤ 4 years ago → 10 pts
campaign date > 4 years ago → 5 pts |
X |
X |
| Target Score |
Top 10 Target = 0 → 50 pts
Top 10 Target = 1 → 100 pts
|
|
X |
|
Lead Source Score
|
If Lead Source contains Demo Download, Seminar, Online Order, Web Request, Conference, Conference / Tradeshow, Webcast, Academic Workshop → 100 pts
Any other Lead Source labels → 50 pts
|
|
X |
| Industry Score |
If Industry contains 'high tech', 'semiconductor', 'pharma', 'chem', 'consumer', 'goods' → 100 pts
If Industry contains 'biotech', 'government', 'environment', 'medical', 'industrial', 'health' → 75 pts
Any other Industry label → 25 pts |
|
X |
The following weight scale was created for each campaign:
| |
Value |
Weight |
|
Primary Objectives Score
(Values sourced from the Primary Objective field in the Campaign table)
|
Retain & Grow JMP Customers |
1
|
| Generate Leads |
0.75 |
| Build Awareness, null/missing |
0.50 |
| Accelerate Sales Opportunities |
0.25 |
|
Application Area Score
(Values sourced from the Application Area field in the Campaign table)
|
Design of experiments; Data Visualization and Exploratory Data Analysis; Statistics, Predictive Modeling and Data Mining; Life Sciences |
1 |
|
Statistical Discovery (General); Quality Engineering, Reliability and Six Sigma; Dashboard Building; Analytical Application Development; null/missing
|
0.50 |
| Academic; Clinical; Consumer and Market Research; Genomics |
0.25 |
|
Campaign Type Score
(Values sourced from Campaign Type field in the Campaign table)
|
Hands-on Workshop; JMP Day; Demo Download; Onsite Training; Early Adopter Program; JMP Day Webcasts |
1 |
| Webcasts (Live); Webcasts (On-Demand); Webcasts (Live Streaming); Webcasts Series; Field Sales Event; Seminar; Sales Seminar; Web Request Form; JMP/SAS Users Group |
0.75 |
| Sales Event; Inside Sales Campaign; Info Kit; Marketing Program (General); Conference/Tradeshow; null/missing |
0.50 |
| Academic Workshop; JMP Users Roadshow; Multi-Channel Campaign; Advertisements (Online); White Paper |
0.25 |
What are the limitations?
The most significant limitation to the efficacy of the Engagement Score will be the accuracy of data used to construct the score. If any of the fields used in the formulas are missing from a lead, contact, or campaign in Salesforce, the reliability of the metric will be compromised. This will further hinder the usefulness of comparing the Engagement Score between users or accounts. Also, this first version of the Engagement Score will need to be monitored for a few months to understand the quality of its responsiveness and how adequately it measures engagement over time.
Will the score be updated?
Yes, the Engagement Score will be continuously improved in future updates and feedback from colleagues is also encouraged to provide additional perspectives of an engaged user. This article will be updated to reflect any changes to the Engagement Score’s calculations.
