Marketers might not have a background in data science or always have a dedicated data science team, but that doesn't mean lead scoring isn’t powerful and should be ignored! You should never set and forget your scoring model. At Adobe Summit, I helped cover best practices on how to design, implement, and fine tune your scoring strategy. Marketo Rockstars @Taylor_Enfinge4 and @Emily_Thornton1 joined me in an Adobe session to cover: Before your lead scoring build: Strategy behind your scoring model Stress testing your strategy and model before build During your lead scoring build: Scalability/Adaptability – how to build so that scoring will scale and is optimizable Best Practices – TONS of best practices Testing – what to test, how to test, and what to watch out for After your lead scoring build: Monitoring – tips on how to make sure your scoring is working correctly and giving you results you want Reporting – how to report on your model and see the impact it’s having Optimizing – how to fine tune your model We hope you can check it out! Lead Scoring: Before, During, and After Implementation
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