This is a question we get asked a lot.
Instead of manually adding points for a given action, a predictive behavioral score mines the full spectrum of activity-data being collected by your marketing automation platform including every email click, website visit, and social engagement. Machine learning is used to weigh each signal appropriately in order to predict the likelihood of an outcome (e.g. conversion) within a set time period (e.g. next three weeks).
To help explain these concepts in more detail we’ve put together a new eBook. Inside you’ll learn:
- The six most common use cases for behavior scoring
- Best practices for operationalizing your fit and behavior scoring
- Why predictive behavioral models are more powerful than the scoring you’ll find in traditional marketing automation platforms