Demographic Scoring

Ask a question
1

Is it possible to do demographic scoring with ActiveCampaign?

What I would like to do is build up a lead profile in multiple steps. For example subscribe to an email newsletter with just an email address, after that download a whitepaper and add first name and last name to the profile, and finally add phone number to the profile in order to view a webinar.

And then setup a demographic lead score:

email adress +10
first name + 10
last name + 10
phone number +10

When this score reaches 40 points use an automation to create a task ‘call lead’.

Is this possible?

2

This is definitely possible. Our scoring feature, combined with our custom field feature, is extremely flexible. You can absolutely score on fields populating and fields containing specific values.

You can even have points that expire after a period of time you define, which is great for scoring on behavior and engagement, to really round out your scoring so you get a good read on the quality of a lead.

3

Thanks Brian!

How can I score a field on containing a non-specific value? For example the field for phone number can contain any value to score points as long as it isn’t empty?

4

Good question.

There are two ways to adjust a score’s points. With rules in the scoring section of the app and with automations. For this, I’d use an automation.

Create an automation with the “Field changes” trigger. Then configure the trigger so that it activates when the field is updated:

Image 2017-07-21 at 10.28.47 AM.png1190×828 45.6 KB

Then, add the Adjust score action to the automation and configure it to add the amount of points you want the field updating to add.

Please let me know if you have any other questions about this.

5

Thanks for your answer Brian, I will set that up.

I think that would work great for new leads who subscribe themselves. Is there any way to set something similar up for a current base of leads? Or for example for an import of leads to the CRM from another database?

6

For leads currently in the platform, I would recommend doing an Advanced Search for the conditions you want to score on and then dropping them into an automation that adjusts the score via a Bulk Edit.

For leads you import, there is a setting on the “Field changes” trigger that allows you to specify whether it should run with the lead is added or updated or both. I would recommend setting that automation to both so that when you import the leads, it runs.