Behavioral Scoring

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Behavioral Scoring

Actionable insights from person-based advertising

You have more leads than you think

Imagine a prospective client clicks on your ad, spends 120 seconds on your landing page, and visits your website twice in one week. This person is really interested in your offer. Unfortunately, you wouldn't know about it. This behavioral data usually remains in the dark funnel since you can’t identify this potential client.

Influ2 uses behavioral scoring to reveal sales-ready prospects and accounts that you wouldn’t have otherwise noticed.

This scoring model is based on the behavioral data from person-based ad campaigns. Influ2 tracks and scores the online behavior of every targeted person. A high score reveals which people and accounts expressed the most interest in your product offering, and thus can be passed on to the sales team.

Every engagement counts

Ad impressions, ad clicks, page visits and active time spent on the page are all important signals that your prospect is interested. Person-based advertising reveals this behavioral data by telling you who saw your ad, who clicked on it, who visited your landing page and who stayed active on it for over 15 seconds, even if the person didn't leave their contact details via a lead form.

There are person-based and account-based scores:

The person-based score is based on the ad engagement data for one specific individual.

The account-based score is data compiled from the person-based scores of all the individuals associated with the account.

Here's how it's calculated:

Behavior People score Account score Explanation
Clicks 2 1 Every click on the ad adds 2 points to the personal score and 1 point to the account score.
Visits +2 +1 Every visit from the ad click to the landing page adds 2 points to the personal score and 1 point to the account score.
Engagements 15"+0
30"+2
60"+4
120"+6
15"+0
30"+1
60"+2
120"+3
This factors in the time a person spends reading/browsing your landing page. For example, 30 seconds spent on the page adds 2 points to the personal score and 1 point to the account score. When the time spent on the page doubles, +2 points are added to the personal score and +1 for the account score.
Fast clicks 2 1 If targets are interested in your message, they react to it almost immediately. We add a score if a person clicked on a creative after seeing it less than 5 times.
Direct visits 3 1.5 The maximum daily score for multiple direct visits is 3 on the personal level and 1.5 on the account level.
Additional visits 2 1 We add +2 to the personal score and +1 to the account score if your target visited additional pages after the first click or direct visit.
Impressions 2 1 Every time a person sees your ad, 0.1 points are added to their personal score, and 0.01 points are added to their account score. There is a 2-point maximum for the impression-based score.
Goal hits 6 3 If you implement conversion tracking on your landing page(s) via Influ2, we will track goal hits for the visitors who came from Influ2 ad campaigns. For example, a click of the CTA button could be a “goal hit”. A goal hit adds 6 points to the personal score and 3 points to the account score.
Video views 15"+1
...
30"+2
15"+0.5
...
30"+1
Video view is counted in the case of a complete view for a video lasting 30 sec or less, or a minimum 30-sec view for a video lasting more than 30 sec. The score for the video view depends on the duration of the video and could be 2 points maximum. E.g., a 15-sec video view adds 1 point to the personal score and 0.5 points to the account score.

Scores decay over time

The score is adjusted for the decay. The effect from ad impressions and clicks decreases over time (e.g., in 7 days an ad impression will be worth 0.05 points instead of 0.1, similarly in 30 days a click will be worth 1 point, instead of 2 points).

“Ad

10+ are "sales-ready"

Our data show that 40% of the prospects with 10+ score are open for the conversation with your sales team. 75% of accounts with 10+ score are ready to talk to your sales team.

Here’s how this scoring translates into marketing terms:

10+ points: sales-ready, marketing qualified leads/accounts

8-9 points: interested, highly likely to respond to marketing outreach

Our recommendations

  1. Account for the decay. When a person sees your ad, clicks on it, or visits a page, it creates momentum. Capitalize on it. The longer you wait to react to an ad engagement,the lower the probability you'll get a response, since the ad impact decreases overtime.
  2. Use a snowball effect. You can increase a behavioral score for a target by running a sequence of campaigns for the same audience. Each new campaign helps ignite the interest you've created with the previous ads. We've also found that showing ads to leads/accounts, who have already been passed on to the sales team, gives the sales team the much-needed air cover.
  3. Maximize your CTR and make sure your content is engaging. That's the fastest way to get more leads.
  4. Don’t forget to install Influ2 tracking code on your website (not just the landing page) to receive behavioral data on page visits across all of your webpages for each prospect.