Working with Score Builder

A score is a key or aggregated value calculated in answer to a specific question; for instance, how loyal is a given customer? The basis for score calculation is data, such as demographic, behavioral, experience, market, or any other type of data. Scores can be consumed in different marketing applications, like Segmentation, Contact Profile, Campaign Execution, Lead Management, and more.

Now let's discuss the key capabilities of scores, as seen in the graphic below:

Scores are calculated in a five-step process, as seen in the graphic below:

There are two types of scores in SAP Marketing Cloud: rule-based scores and propensity-based scores.

A rule-based score is based on a rule model, which is a combination of rules. Rules are defined based on company policies and best practices in the field and experience. The score value calculation is based on an aggregation of the outcomes from all valid rules. A rule is valid if all conditions are met.

A propensity-based score uses a predictive model, which is based on predictive algorithms and historical data to calculate scores that give you insights into your contacts' future behavior.

Now let's discuss the purpose of Score Builder, as described in the graphic below:

Scores: Create a new score and adapt an existing score for contacts using heuristic rules and define where the scores should be used. SAP Marketing Cloud comes with four pre-delivered scores: Best Email Sending Time, Email Affinity, Best Push Notification Sending Time, and Push Notification Affinity. You can also copy these scores and adjust them to your needs. You can find these scores in the list of all scores in Score Builder.

Rule Models: To define a new score or enhance an existing one, you need to create or maintain rule models. With a rule model, you specify how the score for a contact is calculated. The rule model contains one or more rules and each rule has conditions. You can create different rule models for different target populations within one score.

Simulation: After the scores and rule models are set up, preview the score results by selecting sample target groups to see score distribution displayed as a histogram. You may also refine rules and check histogram again for new results.

Now let’s learn how to create a rule-based score with the Score Builder app.

In this tutorial you’ll learn how to:

• View pre-delivered score
• Create custom scores
• Define score value categories to make scores easier to consume
• Consume scores in different applications like Segmentation

Click the following link to take the tutorial: Enable Now Tutorial