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What is lead scoring?
Just having personal data does not give relevancy to your messages -
For example 'this is Dan, 29 years old and from NY'
Having this data, doesn't mean we have enough data to be relevant.
Although you can personalize the message, you can be still be irrelevant and irrelevancy
inevitably will lead to non-engagement
However by combining interaction data intelligently we can get much better results.
Lead scoring is about combining all available data, like behavior and personal information
into a score.
This score can be calculated from website visits, purchases, interactions in social
media,responses to emails and the completeness of the profile.
In this case Danniel has a lead score of 36 meaning he is an engaged customer, but there's
room for improvement.
To complete the profile and improve engagement we could ask him to register for the VIP club.
Based on his lead score we can interact with Dan in a relevant fashion, which will lead
to better conversions.
Dan can be happy and so can you.
For more information visit Copernica.com