Recommended Weights for Engagement Scores

Tara Wildt Updated by Tara Wildt

CaliberMind's Recommended Weights wizards allows marketers to move away from bias in the assignment of event scores and effortlessly rollout a meaningful scoring model for your organization.

Note: We recommend that an initial iteration of the wizard walkthrough happens along with a CaliberMind CSM in order to facilitate an understanding of success measures and event types specific to your organization.

Engagement scoring is a core pillar of the CaliberMind Decision Engine, which enables an organization to better prioritize account outreach and marketing to sales handoffs. 

Any event scoring methodology, however, is often rooted in a human bias. For example, an admin might decide that an email click is worth 1 point, while an event attendance is worth 5. While rooted in intuition, this assignment is arbitrary and might not reflect the event weights in relation to past outcomes and buyer journeys. 

The CaliberMind Recommended Weights wizard allows an admin to receive a set of recommended scores that are grounded in their involvement in a time-period leading up to a success criteria (for example, opportunity creation or opportunity close).

The wizard can be accessed by clicking into the 'Get Recommended Weights' module on any engagement model (please note, this is available to system admins only):

  1. Click into Settings > Engagement > Scoring Models and select a scoring model to edit
    Engagement Scoring Models
  2. Select 'Get Recommended Weights'
    Recommended Weights widget
  3. Set the Success Criteria: Use the CaliberMind master event table to identify a success criteria around which you would like to ground the scores. You might have a separate model that leads to opp creation and another intent model that would ground the scores around their involvement in leading up to MQAs. The below conditions are an example of how setting the success in New Business opportunities could look. It also sets the window in which the model looks for these success events - the example below is set to the last 365 days.
Depending on your opportunity definitions, your New Business opps could look slightly different in your instance.
Engagement Wizard - set the success criteria
  1. Set the Eligible Events: Define the set of events that this model should score. For example, the below image shows the eligibility of all inbound events but it excludes intent and surge events (as there is a separate model for these event types). We recommend for the timeframe to be consistent with step 1, although it can differ.
Engagement Wizard - set eligible events
  1. Set the Lookback Period: The lookback period will determine whether an event contributed to a success event. An event is considered to have contributed to the success if it happened within X days of the success event (where X is the lookback period). In the example below, it is set as 90 days. As such, an event that happened on March 1 would have contributed to the success on May 28 but not to an opportunity created on June 1.
Engagement Wizard - set lookback period
  1. Preview and Apply Scores: The algorithm will now show you the recommended weights for each event type. These can be applied to the model by clicking “Apply” and subsequently “Confirm”. These weights will override the existing scores in the model. As these are recommended scores, it is possible to adjust the scores within the model (i.e. If you want to set a ceiling or lower/heighten the score for an outlier event type).
    Engagement Wizard - preview and apply
  2. Iterating on and reviewing the scores: The wizard will store the latest set of conditions that were explored. As such, you can always re-enter the wizard and adjust the scores. For example, you might see that an event type should be excluded, which could impact the scores. You can re-enter the wizard, add the exclusion, and see the newly recommended weights.

We recommend that weights get re-evaluated every quarter as new initiatives could have been launched and the engagement with past initiatives could have changed. To re-evaluate the scores, simply enter the wizard and re-run the steps with the same selected criteria. 

Please reach out to your CSM if you have any questions or concerns. 

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