Applying Nurture Scores

A Nurture Score is an integer-based score against each record, which in turn can be used to segment your records, e.g. select your top scoring N amount of people, or exclude anyone with a score lower than N amount.

This score can change over time, based on any behavior or business rules, such as a recent purchase, clicking an email, bouncing or unsubscribing, etc., e.g. opening an email could add 5 points to a nurture score, converting through this email could give a score of 40, whilst bouncing could remove 100.

Creating a Nurture Score

  1. Click the Create (+) icon in the navigation pane and select New Nurture Score.

  2. Name your Score and select the table this score will be based on.

  3. Click Save to create the Nurture Score and make it available to campaigns.

Feeding a Nurture Score

Once your Nurture score has been created, your nodes within your Campaigns will now include the option to Add/Remove points, at any point within your campaign. When you select on any Node (Audiences, Query Outputs, Merges, Exit Points), all will have the following options in your configuration window:

  • Add - Any Individuals who pass through this node will have that volume added to their score.

  • Subtract - Any individuals who pass through this node will have that volume removed from their score.

  • Set To - Regardless of what the individuals score was prior to passing through, their score will be changed to the value you set in the box to the right of the option list.

Segmenting by Nurture Score

You can split and segment your data based on nurture scores. This is done by using the Dynamic Split node within campaigns, and selecting "Nurture Scoring" as your Source Type.

With Nurture Scoring as the source type:

  1. Select your Source Object, e.g. Engagement Score.

  2. Select a Take Type to split your data:

    • Take First - Using an Integer, this will select N amount of individuals, ordered descending with the highest score first.

    • Take Last - Using an Integer, this will select N amount of individuals, ordered ascending with the lowest score first.

    • Take Over - Will select all individuals who have a score higher than N.

    • Take Under - Will select all individuals who have a score lower than N.

    • Take Equal - Will select all individuals who have a score equal to N.

    • Take Not Equal - Will select all individuals who have a score which is not equal to N.