AnsweredAssumed Answered

Never Decay Your Behavior Score

Question asked by 55200 on Apr 17, 2014
Latest reply on May 15, 2014 by 58080
I am very lost at times, when I look at scoring models. Maybe it's because i'm over thinknig it. I believe it's terrible to decay your 'behavior score' unless you are keeping track of overall behavior score as Lead score and behavior score serves as a recent indiactor score for you.

My Setup:

Behavior Score: Measures Lead's behavior for all time. No Decay.
Product Score: Measures activity from Lead within our product since it's a Sass based product, I can have metrics that feed data back into Marketo and score my lead's based on their activities in my product
Demographic Score: Measures my leads demographic qualities and then allocates them to a Letter based on a score. This is done through 5 contingent aspects (Industry, Num Employees, Revenue, Job title, Company Name - )
Recent Activity Score: Measures the recent activity that someone has taken through the website, This is almost exactly like Behavior score, but smaller scale score, more limited scoring and it Decays.

I believe it's important to know when someone does certain activies and their activities history. I could login and use a product and download 9 whitepapers and do a lot in a span of a Month, then not do much with a website/service. This is very common at that. If I decay my behavior score, then I essentially might have a 0, yet I did a lot of  interactions with that service. So having a High Recent Activity and High Behavior score is a very good sign, but maybe I have a guy who came back after 4 months and is now interactiing with me, I could look at his history and go through it as a sales person and learn about him/her. But that isn't an instant indicator if I have a decayed behavior score. A always standing behavior score and a decayed recent activity would should he was active a lot awhile back and maybe now he has the ability to buy vs then.

I really want to get opinions on this setup and discuss some. I am very mathematical minded and logical and I believe to me. The way I set it up makes logical sense. Would their be another way/reason to decay your main activity score?

Very intersted to hear what people have to say. 4 Score is complicated ot maintain but the insight is great.