Lead Scoring and Exclusion overview : Optify Community

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Lead Scoring and Exclusion overview

Chris Rodde
posted this on August 18, 2009 02:41 pm

Optify allows you to score your website's visitors and leads to understand which of your online marketing efforts are generating the highest quality traffic. You can use this insight to optimize your marketing efforts accordingly. The Lead Scoring application is the place where you create and edit the rules and metrics for scoring your leads, and also where you define rules to control which of the your leads and visitors are displayed in Optify lists and feeds.

About Score sets

The lead scoring rules that you create are called Score sets. You can create other score sets that enable you to score each visitor and lead using rules that are uniquely important to your business. There are two steps to scoring your leads using a custom score set: First, create the score set in the Lead Scoring application. Then, use the dropdown in the Optify Dashboard or the Lead Intelligence application to set the Active Score set to the score set that you've created.

About Optify rules

Each Rule you create in Lead Scoring is essentially a query on Optify's database of information about your website traffic. You create Rules for a Score Set or Exclusion Rule by choosing from a list of Metrics, and applying criteria to those Metrics. The Metrics available for Lead Scoring and Lead Exclusion are the same, and are grouped into four categories: Company, Personal, Traffic, and Visitor Goals. The underlying data for these Metrics is derived from a variety of sources, depending on the Metric. For detailed information about specific Metrics, and to learn more about how Rules work, see About Optify's rules and metrics.

Left-hand navigation pane

The left side of the Lead Scoring page lets you choose among the current items in the application. When you select an item in the list, its content is displayed in the content pane.

To view or edit a score set, expand the Score sets list, and then click the score set you want to edit.
To add or edit an exclusion, click Lead Exclusions.
To add a score set, click Add new score set.

Lead Scoring rule builder

When you click Add a new Score set in the left navigation pane, or when you select an existing score set, the Lead Scoring rule builder opens in the right side of the page. This is the place where you create or edit the rules that will apply to the score set you are building. For detailed information about specific Metrics, and to learn more about how Rules work, see About Optify's rules and metrics.

Name of this Score set View or edit the name of the selected Score set, or type in the name of your new score set.
Enable checkbox Checking this box will cause the selected Score set to appear as an item in the Active Score Set dropdown of the Optify Dashboard or the Lead Intelligence applications.
I want to see only visitors and leads that meet these criteria: Rules in this area act to filter your lead and visitor lists when the score set is active. Bear in mind that the rules you add in this area are additive -- that is, if you create a rule that you want to be shown only Leads, and a second rule that you want to be shown only visitors from Japan, the result will be that you are only shown Leads from Japan.
Score my visitors and leads using these criteria: Rules in this area define the score that Optify will assign to your visitors and leads when the Score set is active. Select a weight for the rule using the slider. Each Rule can have a weight from 1 to 10, with 10 having the largest effect on the Lead Score. Think of the weight of each Rule as a relative weight against the other rules in the Score Set.
Add new rule Click here to add a new rule to the list of rules in the current score set. For detailed information and important notes about creating rules, see How do I create a new score set in Optify?
Save Click here to save your changes, or click Cancel to discard any unsaved changes.

Lead Exclusion rule builder

Lead Exclusions allows you to hide visitors and leads that meet the criteria for any of the rules in this list. Visitors or leads that meet your exclusion criteria will not show up in your Website Feed, Lead Intelligence application, Daily Email, or Alerts. Each rule you add to the Lead Excusions rules has an "Or" relationship to the other rules in the list, and applies to all score sets and all users of your organization. For detailed information about specific Metrics, and to learn more about how Rules work, see About Optify's rules and metrics.

**Note** - Unlike the "watch" function, hiding will hide from the entire org, not just you as a user. Hiding will also remove data from lead intelligence, and you will be unable to pull up the lead history until the lead comes back to the site

Lead Scoring example

If your company offers 2 services, project management and engineering services, you could create a Score Set named "Engineering Leads" to identify leads that spent a lot of time reviewing the page on your website describing your engineering services. In your Score Set you could add the Rule "Web Page Visited" and enter the web address for your Engineering services page. You could also add the Rule "Average Visit Duration" and enter 120 seconds or so. Using these 2 rules in one Score Set would help you identify leads that are particularly interested in your company and your engineering services.

Lead Exclusion example

If your company is not interested in tracking internal visitors and leads (e.g. sales or customer support), you could create an exclusion rule that excludes all visitors and leads that originate from your company's domain.