Scoring (also referred to as lead scoring or engagement scoring) is an on-line marketing method based on assigning numeric values to individual contacts based on their properties and activities that they perform on the website. The purpose of this method is to numerically evaluate contacts based on various criteria, deduce conclusions about them from the scores and perform appropriate marketing actions.

 

You can define multiple scores, each with a separate set of rules based on which score points are assigned to individual contacts within the particular score. If a contact matches a rule, score points can either be added to or subtracted from its total score points within a particular score.

 

User interface of the Scoring module is located in CMS Desk -> On-line marketing -> Scoring. The user interface is generally described in the Managing scores topic. In the Example: Creating a sample score topic, you can see a step‑by‑step example of how a sample score with several rules can be defined and how score points are added to multiple contacts when they match the defined rules.