Engagement score

Access the engagement score page via Settings > Customer data > Engagement score.

The engagement score measures how engaged people in your Ortto customer data platform (CDP) are based on the activities they complete over a certain period of time.

Engagement scores can help you identify customers that are more likely to buy, less likely to churn and which customers you need to re-engage.

An engagement score for any given person in your CDP is a 5-star score, where:

  • 5 stars represents the most level of engagement, and
  • 0 stars represents the least level of engagement,

occurring over a specified period of time (the engagement period).

Over the engagement period, the engagement score is reduced by a half life of this period, where activities that are in the older half of your retention window only contribute half the points, and activities in the more recent half contribute full points. So, if engagement window is 30 days, a Clicked email 3 weeks ago might be worth 125 points, but a Clicked email 2 days ago is worth 250 points.

The engagement score is a normalized score, which is calculated based on the maximum person value, rather than the maximum available points value. The outliers are then removed (only the 95% percentile is kept), and then the score is calculated based on points/max value. This means that an individual contact's score is calculated against the highest (95th percentile) of any existing contact (to result in a relative score).

The calculation for scores is as follows:

total points amassed by the user (points per activity x number of activity occurrences, for each activity) / total possible points (95th percentile score)

The result of this calculation is a percentage, which corresponds to the 0 to 5 star engagement score, where:

  • 0% (no score) gets 0 stars,
  • 1—​19% gets 1 star,
  • 20—​39% gets 2 stars,
  • 40—​59% gets 3 stars,
  • 60—​79% gets 4 stars, and
  • 80%+ gets 5 stars.

NOTE: Scores are calculated only once every 24 hours. As such, any activity that would contribute to the calculation less than 24 hours old may not be factored into the engagement score.

Example 1. A contact’s engagement score calculation

Say your scoring activities are configured like this:

And a contact has performed the following activities within the recent half of your engagement period:

  • Opened email — Thanks for subscribing to Foodly!
  • Clicked email — Tips for using the Foodly app
  • Clicked email — Tips for using the Foodly app
  • Opened email — Tips for using the Foodly app
  • Clicked email — This week’s top recipes
  • Clicked email — This week’s top recipes
  • Clicked email — This week’s top recipes
  • Opened email — This week’s top recipes

The contact’s engagement score is calculated as follows:

  1. 3 opens at 250 points each = 750 points
  2. 5 clicks at 200 points each = 1000 points
  3. 750 (clicks) + 1000 (opens) = 1750
  4. This contact's total score is 1750.
  5. All contacts who meet the score criteria have their scores calculated, and we find the 95th percentile score. In this example, the 95th percentile score is 2250.
  6. We then calculate this contact against the highest contact score: 1750 (total individual contact points) / 2250 (95th percentile score) = 0.77
  7. The contact’s final engagement score is 77% which gets 4 stars.

TIP: If you are seeing a discrepancy in what you believe a contact’s engagement score should be, consider some of the possible impacts:

  • activities were recently archived,
  • the contact was recently archived,
  • a change in the engagement activity list and/or activity weights, or
  • a change in the engagement period.

Activities section

Depending on the data sources you have connected, an appropriate set of default activities, each with their own weight values, are used to calculate your engagement score. The default activities are designed to suit most customers' initial requirements. However, these default activities can be removed and replaced with other activities, or you can configure more activities in addition to the default ones provided.

The activities you can use to calculate your engagement score can be either system or custom ones, or activities added through a configured data source.

Add or remove activities

You can add new activities to this page, which will allow them to contribute to people’s engagement scores in your CDP, or remove existing activities so that they no longer count to these scores.

  1. To:
    • Add a new activity, click Add activity within the Activities section of the page, and choose the appropriate activity from the drop-down list that supports autocompletion.
    • Remove an existing activity, click its  trash icon to the right.
  2. Click Save at the end of the page.

NOTE: Each new activity added is given an initial default weight value of 250.

Change activity weights

Each activity has its own weight value out of 500, and default activities are provided with their own weight values.

An activity’s weight value ultimately contributes to a person’s engagement score, such that a higher weight value for an activity would lead to a higher level of contribution to the engagement score when the person completes that activity.

To modify the weights of one or more activities:

  1. Click Activity weight.
  2. Use the slider controls to modify the weights of any activities you currently have configured for your engagement score.
  3. Click Save at the end of the page.

Engagement period

The engagement period is set for a default of 30 days. If people are likely interact with your data source frequently (for example, your data source may be a e-commerce site for a large food and grocery business), you may consider reducing this period. If, however, people are likely to interact with your data source less frequently (for example, your data source may be an e-commerce site for a small furniture business), consider increasing this period.