I would like to analyze the results of my engagement programs based on engagement scores.
But to do that, I need to know what is a good engagement score and how to compare several engagement scores?
Could you help me?
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Hi Josh - did Marketo ever confirm if the engagement score was produced based off of ALL Marketo customers or on the Account level?
Exactly what Josh said!
So I always take it with a grain of salt and make my own benchmarks. Because the industries of these customers you're being compared to could vary a lot.
Marketo engagement scores are based off more than just opens and clicks. According to their product document (Understanding the Engagement Score - Marketo Docs - Product Docs), "the score is based on a proprietary algorithm which takes into account engaged behavior (Open, Click, Program Success) and disengaged behavior (Unsubscribe)." Unfortunately Marketo does not give full transparency on the actual calculation used so we can't fully understand how accurate it is.
When our team has analyzed the email nurture data ourselves we've found that significantly better performing emails were getting lower engagement scores. We think this is because of a slightly higher unsubscribe rate, however, these emails performed so much better that the (very) slight increase wasn't a concern. If we had used the scores from Marketo we would have killed some great performing emails. I would recommend using your own email performance measures for now.