Our platform keeps track of the following actions to calculate the contact’s score:
- Profile updates
Each positive action is assigned a points value relating to how good that action is. A forward, for example, is more than a read.
Not all individual actions will be considered when calculating the final score.
For bounces, reads, clicks, forwards, complaints, and replies, only the latest action on an individual message will be considered. In other words, if a contact opens a particular message four times, it will only count as opened once. Profile updates are also only counted once at the time the profile was last updated. Invites count once per list that an invite is sent for.
Points Decrease by Age
An action’s values are aged to decrease their relevance on the final score depending on how long ago they occurred. Their age can be determined according to actual age (physical time), or according to how many actions have occurred since.
The current score for each contact is calculated by a summation, of all the age-adjusted sub scores for each action.
Impact of Negative Actions
Negative actions have a drastic impact on the score. A bounce or complaint, for instance, divides the current contact score. Negative actions also use an aging to calculate current relevance.
The Final Contact Score
The final contact score is determined by first adding together the positive action scores, which have already been aged, and then dividing by all the aged negative scores.
The decreasing priority of older scores will also mean that it is not that important to keep old data.