Tipps für Identifizierung von wichtigsten Kontakten über Verhalten und Scoring

Do you find yourself wishing you had a magic 8 ball that would tell you when a customer looks ready to make a purchase or leave you? Can you identify the warning signs or “tells”? Do you really know who your most engaged, active customers are? Why not leverage scoring to build your own magic 8 ball and start taking control of your relationship?

To start the process of building a scoring model, identify the attributes of your best customers. This can include basic demographic info like age range, preferred gender, household income and geographic location. In addition, new marketing technology enables you to go another level deeper and integrate behaviors such as “opened an email in the past 30 days,” “clicked on a particular link,” “visited the site,” etc. This hybrid demographic/behavioral scoring model lets you automate a much more in-depth analysis of your customers. You can even implement a BANT model (Budget, Authority, Need and Timeline), determining the qualifiers of each parameter.

Scoring on Demographics
The first step in setting up a scoring system is knowing the common signs for conversion and the degree of impact. Say females are 50 percent more likely to buy your product, and it appeals most strongly to individuals age 30 years old to 50 years old and living in the southeast. Create a list...