Each prospect has a ‘Prospect Score’ that can be driven by email activity, lead submission, and web activities (e.g. repeat visits to a brand website absent of a lead submission). Over time if there is no engagement, the prospect score will decay.
See an example below where you can see the ‘Score’ within the prospect. By selecting ‘View More [+]’ you can see details about how each score was compiled.
Feature Descriptions:
Link Click - This feature allows you to score the engagement of links found within an email. Each link should have their own scoring configured to properly capture the engagement of the entire email. Clicking on the same link multiple times within the email will not continuously increase the score. You can configure the score for each link within the Links tab of the email builder tool. The best practice is to score applicable links with 5 points. If a recipient clicks on a scored link, the points award for the activity will begin to decay after the first 30 days. If the consumer engages with the link again after the 30 days, the score will be reset back to the score placed on the link within the email. See the table above for the Decay Rate. See steps for how to do this here: Aimbase Email Tips and Tricks , Creating an Email
Decay Rate |
Best Practice Scoring Decay (recommended) |
|---|---|
100% [0-30 days] |
5 |
80% [31-60 days] |
4 |
60% [61-90 days] |
3 |
40% [91-120 days] |
2 |
20% [121-720 days] |
1 |
0% [720+ days] |
0 |
Lead
Lead Submission - This feature adds points to a prospect's score based on the frequency of leads being submitted by a prospect. A score will begin with a 20 once the lead is submitted and will begin to decay as it reaches the threshold of each time frame. For example, if the last lead submitted was 62 days ago, the 20 points initially assigned will have decayed to 12 using our decay schedule. If that same prospect submits a 2nd lead on day 63, that score is then updated to 20 points and the decay schedule starts over. You can contact an administrator to set the score based on the lead's distance from the dealer.
Decay Rate |
Default Scoring Decay |
|---|---|
100% [0-30 days] |
20 |
80% [31-60 days] |
16 |
60% [61-90 days] |
12 |
40% [91-120 days] |
8 |
20% [121-720 days] |
4 |
0% [720+ days] |
0 |
Lead Source - This feature allows you to score the prospect's lead if it is tied to an existing Lead Source already created within Aimbase. Each Lead Source should have it's own scoring configured to properly capture the engagement. You can configure the score for each Lead Source and each time frame within the Lead Sources page in Aimbase (found at /Marketing/LeadSource). A score will begin with a 5 once the lead is received and identified as connecting to an existing Lead Source. It will begin to decay as it reaches the threshold of each time frame. For example, at 31 days, the score would decay to 4 using our default scores. See steps for how to do this here: Creating Lead Types, Categories and Sources
Decay Rate |
Example Scoring Decay (values may vary by Lead Source) |
|---|---|
100% [0-30 days] |
5 |
80% [31-60 days] |
4 |
60% [61-90 days] |
3 |
40% [91-120 days] |
2 |
20% [121-720 days] |
1 |
0% [720+ days] |
0 |
Lead Category - This feature allows you to score the prospect's lead if it is tied to an existing Lead Category already created within Aimbase. Each Lead Category should have it's own scoring configured to properly capture the engagement. You can configure the score for each Lead Category and each time frame within the Lead Categories page in Aimbase (found at /Marketing/LeadCategory). A score will begin with a 30 once the lead is received and identified as connecting to an existing Lead Category. It will begin to decay as it reaches the threshold of each time frame. For example, at 31 days, the score would decay to 24 using our default scores. See steps for how to do this here: Creating Lead Types, Categories and Sources
Decay Rate |
Example Scoring Decay (values may vary by Lead Category) |
|---|---|
100% [0-30 days] |
30 |
80% [31-60 days] |
24 |
60% [61-90 days] |
18 |
40% [91-120 days] |
12 |
20% [121-720 days] |
6 |
0% [720+ days] |
0 |
Lead Type - This feature allows you to score the prospect's lead if it is tied to an existing Lead Type already created within Aimbase. Each Lead Type should have it's own scoring configured to properly capture the engagement. You can configure the score for each Lead Type and each time frame within the Lead Type page in Aimbase (found at /Marketing/LeadType). A score will begin with a 35 once the lead is received and identified as connecting to an existing Lead Type. It will begin to decay as it reaches the threshold of each time frame. For example, at 31 days, the score would decay to 28 using our default scores. See steps for how to do this here: Creating Lead Types, Categories and Sources
Decay Rate |
Example Scoring Decay (values may vary by Lead Type) |
|---|---|
100% [0-30 days] |
35 |
80% [31-60 days] |
28 |
60% [61-90 days] |
21 |
40% [91-120 days] |
14 |
20% [121-720 days] |
7 |
0% [720+ days] |
0 |
Lead Campaign - This feature allows you to score the prospect's lead if it is a result of an existing Lead Campaign already created within Aimbase. Each Lead Campaign should have it's own scoring configured to properly capture the engagement. You can configure the score for each Lead Campaign and each time frame within the Lead Campaign page in Aimbase (found at /Marketing/LeadCampaign). A score will begin with a 15 once the lead is received and identified as being the result of an existing Lead Campaign. It will begin to decay as it reaches the threshold of each time frame. For example, at 31 days, the score would decay to 12 using our default scores. See steps for how to do this here: Creating a Lead Campaign
Decay Rate |
Example Scoring Decay (values may vary by Lead Campaign) |
|---|---|
100% [0-30 days] |
15 |
80% [31-60 days] |
12 |
60% [61-90 days] |
9 |
40% [91-120 days] |
6 |
20% [121-720 days] |
3 |
0% [720+ days] |
0 |
Lead Custom Fields - This feature allows you to score the prospect's lead if it contains a Custom Field already created within Aimbase. Each Custom Field should have it's own scoring configured to properly capture the engagement. You can configure the score for each Custom field and each time frame by created expected values for the Custom Field within the Custom Field Details Page. A value scored as 25 points will be awared to a prospect once the lead is received and identified as containing that value for the set Custom Field. It will begin to decay as it reaches the threshold of each time frame. For example, at 31 days, the score would decay to 20 using our default scores. See steps for how to do this here: Adding Custom Fields
Decay Rate |
Example Scoring Decay (values may vary by Custom Field Values) |
|---|---|
100% [0-30 days] |
25 |
80% [31-60 days] |
20 |
60% [61-90 days] |
15 |
40% [91-120 days] |
10 |
20% [121-720 days] |
5 |
0% [720+ days] |
0 |
Proximity to Dealer - This feature allows you to score the prospect's lead if the prospect is located within 20 miles of a dealer. You can contact an administrator to set the score based on the lead's distance from the dealer. A score will begin with a 15 once the lead is identified to be within 20 miles of a dealer. It will begin to decay as it reaches the threshold of each time frame. For example, at 31 days, the score would decay to 12 using our default scores.
Decay Rate |
Example Scoring Decay (values may vary by Proximity to Dealer) |
|---|---|
100% [0-30 days] |
15 |
80% [31-60 days] |
12 |
60% [61-90 days] |
9 |
40% [91-120 days] |
6 |
20% [121-720 days] |
3 |
0% [720+ days] |
0 |
Prospect Custom Activity Created - This feature allows you to score the prospect if there is a Custom Activity that is created. You can contact an administrator to set the scores based on the type of Custom Activity associated to the prospect. A score will begin with a 20 once the prospect has had a Custom Activity Created. It will begin to decay as it reaches the threshold of each time frame. For example, at 31 days, the score would decay to 16 using our default scores.
Decay Rate |
Example Scoring Decay (values may vary by Prospect Custom Activity) |
|---|---|
100% [0-30 days] |
20 |
80% [31-60 days] |
16 |
60% [61-90 days] |
12 |
40% [91-120 days] |
8 |
20% [121-720 days] |
4 |
0% [720+ days] |
0 |
Web
Recent Website Activity - This feature allows you to score the prospect if there has been website activity within the last 10 days. Each time frame should have it's own scoring configured to properly capture the engagement. You can contact an administrator to set the scores for each time frame within the UI. A score will begin with a 10 once the prospect has engaged with a website. It will begin to decay as it reaches the threshold of each time frame. For example, at 31 days, the score would decay to 5 using our default scores.
- Multiple Site Sessions - This feature allows you to score the prospect if there have been multiple web sessions within the last 7 days. The default score is 10. You can contact an administrator to update the score.
- Weekly Activity 0 -1 - This feature allows you to score the prospect if there have been 0-1 web sessions within the last 90 days. This score of 0 is not configurable.
- Weekly Activity 2-3 - This feature allows you to score the prospect if there have been 2-3 web sessions within the last 90 days. This score of 5 is not configurable.
- Weekly Activity 4-5 - This feature allows you to score the prospect if there have been 4-5 web sessions within the last 90 days. This score of 10 is not configurable.
- Weekly Activity 6-9 - This feature allows you to score the prospect if there have been 6-9 web sessions within the last 90 days. This score of 20 is not configurable.
- Website Activity 10 and above - This feature allows you to score the prospect if there have been over 10 web sessions within the last 90 days. This score of 30 is not configurable.
Visual example of a scoring grid:
(Note that some components may not be configurable)
