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 five-star score, where:

  • fives stars represents the most level of engagement, and

  • one star 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.

The engagement score 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.

Access the engagement score page via Setup  Customer data  Engagement score.

engagement score page

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.

      Each new activity added is given an initial default weight value of 250.
    • Remove an existing activity, click its trash trash icon to the right.

  2. Click Save at the end of the page.

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.