Site Engagement Score & Interests

“The more you engage with customers, the clearer things become and the easier it is to determine what you should be doing” - John Russell

Ever-evolving customer expectations are transforming how every business interacts with its prospects and customers. People are no longer just looking for the product or service, they are also taking into consideration the overall experience and engagement. To ensure proper engagement with all your customers beyond their expectation point, we have introduced the Zeta Site Engagement Score.

The Zeta Site Engagement Score is a quintessential customer-level property you can use to personalize your various channel engagements. A site engagement score is compiled in real time as users interact with your website in the mapped interest categories. You can furthermore use these category scores to trigger different personalized experiences and messages or use them to help identify your highest engaged customer audience segments for a more refined and spend strategy.  

We strongly believe that highly engaged consumers identify with a brand and feel a sense of belonging in the experiences they receive. Zeta is here to help you effectively personalize experiences through the much-easy site engagement scores. With no further delay, dive deep into customer personas and create the experiences they crave.

Since the site engagement scores are calculated as a sum of the events per user, they can range from 0 to infinite. The higher the score, the higher the level of user engagement. 

By associating specific audience properties with respective score ranges, you can create customized experiences to make your customers feel special. For instance, a site engagement score ranging between 0 to 100 can be considered a low engagement tier, 101-400 a mid-engagement tier, and that above 401 will make up a high engagement tier. Every website will have a different range of scores depending on the number of pages and the overall site engagement behavior of its users. 

Play around with the ranges to find the right distribution of users across the segmentations.  

Event Mapping 

Reach out to Support to get Site Engagement Scores enabled for your account. 

If you have the scoring feature enabled, you’ll start getting an overall site engagement score for every user. You can further get a more refined measurement of site engagement on specific categories/interests in your site by mapping some regex rules to trigger custom events. To do this, 

1. Go to Settings within your account and navigate to Audiences > Event Mapping. 

2. Click on New Mapping and define the page view URL to categorize it into an interest category event. 

• The name of the activity needs to be entered in the product >> category form.

• You can map multiple categories separated using a delimiter '|' with the page URL. For example, Vehicles|Fruits|Apps

• You can also add more than 2 categories against a page URL.

3. Click on Create.

Finding the Site Engagement Scores

Once the scoring feature is set up and categories are mapped, the system will automatically start calculating engagements. You’ll find these calculated engagements in each customer profile. 

1. Navigate to Audiences > People. Click on a user to see categories you’ve mapped along with a prefix of engagement.  

3. Click on the engagement_site property to see its value.

• The site engagement score properties are also available in our standard P13N library calls.

Site Engagement Score Calculation

For each customer that interacts with your website, you will see an overall engagement score and an individual category-level site engagement score. As per the category site engagement score ranking, the platform will return the top 3 interest categories for the individuals. 

These scores factor into various user behaviors such as:

• Types of page visit events

• Frequency of page visit events

• Time since the last engagement

• Specific page interactions like page scrolling 

These scores can also decay over time if the system does not identify any recent trigger events. 

• When multiple categories are involved, the site engagement score needs to be calculated for all categories separately and be available as a user property.

• The score for all categories should be the same as per the current logic.

• Whenever a user visits the page along with some other behavior rules, the mapped event will be updated with a new site engagement score. 

Setting up Category Mapping for Score

Category Mapping is defined in two tiers. The top tier (parent) is the category level and the second tier (child) is the products. Review the site and determine your categories and which products should be rolled under each category. Mappings with no category, live under products.

Engagement Score categories should be prepended with interest to identify the event as a category/product interest. Pattern Matching is based on RegEx rules and can handle an assortment of string-matching patterns.

Please note that when matching on string parameters, the question mark must be escaped in ZMP.

Leveraging the Site Engagement Scores

Site engagement scores are an easy-to-read measure of users’ engagement with your overall site or individual categories in it. You can utilize these measurements for any of the following applications:

• Create audience segments that you can syndicate out to other platforms

• Use as Zeta Experience split nodes

• Trigger channel engagements like Website Overlays using the API services

In Experience Builder

You can split Experiences with Scores:

In Audience Explorer

You can create segments based on these Scoring Properties:

Leveraging the Top Interests

Top Interests are properties that get generated along with scores and are calculated by evaluating the category and product scores to determine the top 3 categories and top 3 products.

Currently, you can access a user’s top interest only through the Audience Explorer.