“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 Engagement Score.
The Zeta Engagement Score is a quintessential customer-level property you can use to personalize your various channel engagements. An 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 engagement scores. With no further delay, dive deep into customer personas and create the experiences they crave for.
Since the 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, an 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 engagement behavior of its users.
Play around with the ranges to find the right distribution of users across the segmentations.
If you have the scoring feature enabled, you’ll start getting an overall engagement score for every user. You can further get a more refined measurement of 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 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 Properties. You’ll see categories you’ve mapped along with a prefix of engagement_.
Name of the property
Type of the property
Score value of the property
Activity/Behavior mapped to the property
Last timestamp of when the event/property was factored in.
3. If your account is enabled with the new Single View of the Customer screen, you’ll see these engagement score attributes listed in its own section.
The engagement score properties are also available in our standard P13N library calls.
Leveraging the Engagement Scores
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 Audience Explorer
You can create segments based on these Scoring Properties:
In Experience Builder
You can split Experiences with Scores: