Engagement Scoring

Engagement scoring is a method used to rank people across different business segments based on their behaviour and interactions through your event. This approach can enhance sales and marketing activities, aid in persona mapping, and facilitate account and campaign validation.

Set up Engagement Scoring

To set up engagement scoring, you first need to determine how you want to segment your data.

Common segmentation methods include categorising by business unit or product line.

For example, you might want to create the following three segments for your event:

• IT Administration
• Dev Ops
• Security

With these segments, you can create scoring models to measure how active someone is within each segment and rank them against other attendees.

Scoring Criteria

You can allocate a point value to the following interactions:

• Pre-Registered: A person who pre-registered vs showing up on the day
• Badge Printed: Indicated that they actually attended
• Session Entry: They attended a session
• Session Related Content: They requested additional content at the conclusion of the session
• Vendors: They visited particular vendors or your business unit’s booth
• Touchpoints: They used particular touchpoints
• Custom Fields: Scores based on the answers to custom registration questions

What to do after setting up Segments

Person-level scoring

At any time, you can monitor a person's progress by checking their record and navigating to the

Engagement Scoring section. The chart displays how much of their respective segment a person has completed. For example, if a person has achieved 100% of the possible points in the Security segment, this will be reflected, while their achievements in other segments may be lower.

Engagement Scoring Report

Within engagement scoring, you can generate an Engagement Scores Report.
The time it takes to generate this report may vary based on the number of people in the event and the complexity of the scoring models used.

Analysing the Engagement Scoring Report

The first 12 columns of the report are set by default and are static. They also include unique identifiers, such as Organisation_uid and QR UID, for reference when used alongside other reports.

Beyond column 12, the event categories are included. A “Y” will appear if the person belongs to that category. The Category columns are labelled with a prefix, such as CAT000 for “Staff” and CAT002 for “Delegate.”

For each segment, two columns are provided:

• Score: This represents the total interactions from each person in a segment. The maximum possible points available to a person in that segment are displayed in the column header. The scoring columns are prefixed with 'SCORE', a scoring identifier, followed by the segment name and the maximum theoretical points. For example:
  • SCORE SEG-001 IT Administration (Max:280)
  • SCORE SEG-002 Dev Ops (Max:240)
  • SCORE SEG-003 Security (Max:51)
• Participation percentage: This is the total of all interactions divided by the theoretical maximum. The participation columns are prefixed with 'PARTICIPATION', and include a scoring identifier and the segment name. For example:
  • PARTICIPATION SEG-001 IT Administration
  • PARTICIPATION SEG-002 Dev Ops
  • PARTICIPATION SEG-003 Security

Here is an example Engagement Scoring Report (with 4 sample rows).

Engagement Scoring and CRM Campaigns

You can also set up an engagement campaign that assigns an attendee to an existing campaign within your CRM system. Instead of relying solely on scoring (level of engagement/interest), a flag campaign can notify you of attendees performing particular activities at the event (such as requesting certain content or checking into a particular session), indicating that they should be added to, for example, a 'marketing for Product X' campaign. If your follow-up process includes an identifier used in your CRM system, like a Campaign ID in Salesforce, we can maintain this ID across our scoring frameworks.