Segment Using Engagement Scoring

Learning Objectives

After completing this unit, you’ll be able to:

  • Activate Einstein Engagement Scoring.
  • Identify engagement personas.
  • Establish persona-based campaigns.
  • Use Einstein Scoring Splits in Journey Builder.

Einstein Engagement Scoring

Our AI journey continues with Einstein Engagement Scoring, a great way to get to know your audience through email or in your mobile app. Einstein Engagement Scoring is a data science-driven feature that helps you increase engagement and conversions. This scoring model uses customer data and machine-learning to assign subscribers a score that predicts their likelihood to open an email, click a link, stay subscribed, or convert once they’ve landed on your website. You can use these scores to do some pretty cool things.

  • Predict engagement. Track, segment, and target audiences for specific campaigns.
  • Gain audience insights. Understand the factors that predict engagement, spot trends, and measure audience health.
  • Take action on the data. Use scores to create audiences, target persona segments, split paths in Journey Builder, and personalize content.

Activation

To get started, you need to activate Engagement Scoring in your account. 

  1. Navigate to the Setup app in Marketing Cloud.
  2. Search Einstein from the Quick Find field and then click Einstein Engagement Scoring.
  3. Click Activate Einstein Engagement Scoring.
  4. Click Email or Mobile.

For Email:

  1. Click Activate.

For Mobile:

  1. Click Get Started.
  2. Select which mobile apps you’d like to activate Einstein Engagement Scoring.
  3. Click Activate.

If you already have 90 days of email engagement data in your account, then you are ready to go. If not, you need to wait until you do. Start that countdown clock. 

Once your account is ready, you receive an email notification (about 48 hours after you’ve activated and have the required data). Afterward, two new data extensions are created in a JourneyIQ folder called MC_Einstein_Predictive_Scores and Einstein_MC_MobilePush_Scores. You can use these data extensions to build filtered data extensions for segmentation and specific persona-based campaigns. Stay tuned, we cover personas later. 

Einstein Engagement Scoring Dashboard

After activation, you can head to the Einstein Engagement Scoring dashboard under Einstein to check out engagement data for either email or mobile. We cover both dashboards.

Hovering over Analytics Builder navigation item, showing dropdown options of Web & Mobile Analytics, Reports, Einstein Engagement Frequency, and Einstein Engagement Scoring

Einstein Engagement Scoring for Email 

After you click into Einstein Engagement Scoring, choose either Email or Mobile. Let’s start with the email dashboard and review each tile. 

Einstein Engagement Scoring email and mobile tabs

Each tile shows a percent change from the previous week, helping you determine if the scores are improving or if you need to make changes. Engagement Scoring dashboard with callouts for 5 sections.

(1) Email Engagement Prediction: Displays the size of your population, along with the number of subscribers that fall into one of these personas: win-back/dormant, window shoppers, selective subscribers, or loyalists. We define these personas in the next section. 

(2) Subscriber Retention Prediction: Displays the likelihood of your subscribers to stay subscribed to your emails in the next 14 days.

(3) Email Open Prediction: Displays the likelihood your subscribers open an email in the next 14 days, along with audience health. 

(4) Email Click Prediction: Displays the likelihood your subscribers click an email in the next 14 days, along with audience health. 

(5) Web Conversion Prediction: Displays the likelihood your subscribers convert (make a purchase or download content) in the next 14 days.

Here is a close up of the Email Open Prediction tile. 

Email open predictions with model confidence and percent change since last week circled

Are blue dots a good thing? Yep. Model confidence or model accuracy is shown for each prediction—and the more dots, the better. Note that fair or poor model confidence may indicate that there is not enough subscriber data for predictions.

Note

Note

Click View Details on any tile in the dashboard to get more detail about the predictions.

Einstein Engagement Scoring for Mobile

Now let’s look at the dashboard for app engagement. 

Mobile Engagement Scoring dashboard

(1) Predicted App Engagement: A blended metric that reviews engagement based on predicted app sessions, direct opens, inferred opens (view but don’t click), and time in-app. 

(2) Predicted App Sessions: How many sessions your audience is expected to generate on average.

(3) Predicted Push Message Direct Opens: How often your audience is expected to tap directly on a push notification to open an app on average.

(4) Predicted Push Message Inferred Opens: How often your audience is expected to open the application within 24 hours of receiving a push message, but not directly open a message. 

(5) Predicted Time in App: How much time in-app your audience is expected to spend on average.

Engagement Personas

As we mentioned, Einstein Engagement Scoring uses personas to group subscribers based on predicted opens and clicks. These personas are updated daily. Let’s review how you can use these personas for segmentation and targeted campaigns.

Persona
Description
Desired Customer Behavior
How to Target

Loyalists


Subscribers with high open and click engagement. 

  • Refer a friend
  • Increase engagement
  • Purchase more
  • Create a lookalike audience based on your best-performing subscribers.
  • Increase sending frequency.
  • Send exclusive or limited offers.
  • Promote an event to encourage signups.

Window Shoppers


Subscribers with high open and low click engagement.

  • Click a call to action (CTA)
  • Send personalization and recommendations.
  • Test different CTAs.
  • Try targeted incentives.

Selective Subscribers

Subscribers with low open and high click engagement.

  • Open an email
  • Test subject line optimization.
  • Personalize based on past purchases.

Win-back/Dormant

Subscribers with low open and click engagement.

  • Avoid unsubscribe
  • Reengage

  • Send a preference center survey.
  • Try a different channel, like Advertising Audiences or SMS.
  • Run a win-back campaign with an offer.

Einstein Scoring Splits

Even better, you can use these personas and scoring predictions in Journey Builder to maximize subscriber engagement and conversions throughout a journey. How? By using an Einstein Scoring Split in Journey Builder.

Let’s walk through an example of how they can be used by retailer, Northern Trail Outfitters (NTO). NTO recently activated Engagement Scoring, and they are interested in using those scores in Journey Builder. Digital marketing manager, Isabelle, wants to use a split in an upcoming winter sale campaign. For those subscribers less likely to engage, she wants to entice them with a MobilePush coupon. 

Isabelle navigates to Journey Builder and follows these steps.

  1. Click Create New Journey.
  2. Select Create Journey From Scratch.
  3. For Entry Source, drag over a Data Extension entry source. Isabelle selects the NTO customer mobile data extension.
  4. Next, drag the Einstein Scoring Split activity icon to the journey window.
  5. Double click the Split icon to configure the activity.
  6. For this journey, Isabelle chooses Mobile for the channel (1).Journey dashboard with Einstein Split channel options
  7. Isabelle selects Mobile and then selects the NTO App name.
  8. Next she selects the Mobile Engagement split option (1) to get a blended metric of engagement.Mobile Engagement split option circled
  9. Isabelle then selects which customers to include in the journey. Isabelle clicks Add Path next to each option. obile engagement options from most to least engaged
  10. Once added, she clicks Done.

Isabelle decides to send one sale reminder push message to the Most Engaged group. The More Engaged group also gets this message, but if they don’t open that message they get sent a coupon. The remaining less-engaged groups are sent the coupon message first and then a sale reminder if they don’t open.

With these Einstein tools, you can create an engaging multi-channel campaign that uses tailor-made strategies based on a subscriber’s persona. In the next unit, we create personalized content using Einstein features.

Resources

Rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by Greenlight.

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