I just read the article "Understanding the Engagement Score" (http://community.marketo.com/MarketoArticle?id=kA050000000LAQLCA4) and have a question. It says the score takes into account opens, clicks, program success, and unsubscribes.
How is program success for an engagement program defined?
Hi Cheryl,
What if the programs we use in the stream are operational programs, and do not have program success?
What would engagement score mean?
If there aren't any program successes against the sample size, then engagement score isn't meaningful.
I'd assume it would not, but the system would no longer automatically set a lead to "Success"...right? I would have to do that manually somehow.
What you need to do is to define program membership for activity prior to success, e.g., "Delivered Email" (which is a program status we use and apply to all leads where an email has been delivered (we give this 24 hours to work)). With this approach, Marketo can then more accurately create an engagement score/ratio by dividing program success by total program members (again, not to be confused with EP members).
I think this would be a lot less confusing if Marketo would just base the score off of EP membership, and not indiviudal program membership.
BTW, I also learned from Support that "we only include leads in the Engagement Score who were members of the program or reached success during last 3 nurture cast (this is an internal calculation limitation)."