I'm researching ways in which to tag leads based on their interactions (referral sites, land page visits, etc). How have you successfully assigned personas to leads? Any best practice tips?
One method that I've seen work is assigning content to a persona/multiple personas, and then creating score fields for each persona to act as a counter. Each time someone interacts with content that relates to the person the counter increases, after a certain threshold the person is assigned to that persona.
The trouble with this is making it so that it can scale. Ideally you have some sort of url convention that differentiates them or you may be stuck adding each URL to the campaigns for each piece of new content made. One way would be to have programs for each content piece with a consistent naming convention and trigger the score upon a program status change.