A Behavioral segmentation — or Likelihood to Buy model — is the one that ingests behavioral data (in-app usage, website activity, marketing campaigns, etc.) of users/visitors to measure the engagement of the lead (i.e. has the lead tried to engage with you?). Because the input of the model uses behavioral data, the scores are recomputed several times throughout the day to reflect as much as possible the level of intent of the lead at a certain time.
How is the Likelihood to Buy score built?
Essentially the score is built on "Active events" which are triggered when the lead has taken an action (e.g. connected to their account, added users to the account, opened email, visited a web page, registered to a webinar, filled out a form ....) and we ignore any "Passive event" (e.g. received an email or invitation and didn't take action, system events fired such as "enrichment"). In addition, the score is also degraded by "Negative events" that suggest the person is not interested (e.g. requests to unsubscribe, bounced emails).
How will the Likelihood to Buy score evolve?
The score will be updated in batch every 4-12 hours with any new activity.
The score will decrease over time to differentiate the people who recently showed activity or requested a demo versus the ones who did it 6 months ago. We usually apply a time decay of 90 days, meaning the score will return to 0 if there was no event logged for this person in the previous 3 months.
What Behavioral data points can be used?
The idea is to catch events which are most likely leading to a conversion and reflecting intent. It means identifying what events will distinguish a "hot" lead from a lead just surfing the web or vaguely curious of your product.
The list of activities below is given as example and is not exhaustive. In addition, not all events below are necessary, as it depends on what you would like the Likelihood to Buy score to reflect the most and on data availability.
App Usage
This is highly specific to your product and what main events you are tracking.
Examples:New user added / deleted
Account deactivated
Core product action
Created project
Web Activity
Examples:
Demo request / contact us form submission
Sign up for free account
Chatbot conversation
Watched demo
Webpages viewed : home page, pricing page, features page, blog, forum, case studies, partners, blog pages
Marketing Activity
Examples:
Webinar registration, attendance
Conference / event registration, attendance
eBook, case study or Whitepaper downloads
Signup for newsletter
Email Activity
Examples:
Marketing emails opened, clicked, replied
Email bounced (hard or soft)
Unsubscribe request
Sales Activity
Examples
Call scheduled / attended / cancelled
If you are sending all of your data, we will need to understand:
how you link those events to a lead (email address)
if this link and tracking is reliable
which events are post- or pre-conversion
which events are non-user activity (technical process triggered like enrichment_provider, data_submitted, etc.)
We have worked in the past with the following integrations:
Segment
Marketo
Salesforce campaigns responses
Salesforce tasks
Eloqua
Hubspot
Amplitude
Stripe
Kissmetrics
... and some more
How does behavioral data look like?
Attribute |
| Format | Example | Description |
| required | String | "abc123" | A unique key identifying the event. If you do not have one, we suggest creating a combination of event_text + contact_key + event_timestamp |
| required | String | “signup”, “login”, “invited a friend” | The action taken by the user. |
| required | Unix time | “1436172703” | The time at which the event happened |
| required | String | "abc123" or "paul@madkudu.com" | The unique identifier of the user who performed the action. This needs to be the same as the contact_key field in the identify file. |
| optional | String or Numeric |
| properties describing the event (e.g. event_url for the url of visited page, event_form_title for the title of form submitted...) |
Example:
From Segment's track object we get:
the event id, the event name, the contact id, the event timestamp
From Salesforce Campaigns we get:
the campaign type, the campaign member status, the lead/contact id and campaign member created date
If you have any question, you can shoot us an email at product@madkudu.com.
The HG Insights Team