Related Products:

• 1^st Party Enrichment: Activate

Overview

What is the Challenge?

Activate has long provided the earliest signal for in-market shopping behavior, but often, marketers struggled to prioritize which signals to act on. Especially in an environment where marketers are being asked to do more with less, it’s essential to know where to focus your efforts. 

Shopping signals are inherently early in the consumer’s purchase process, so without further context, it can be challenging to know who is deep in their process vs. who may just be window shopping.  Both situations present an opportunity, but knowing which consumers are most engaged helps marketers more effectively allocate resources and “put their best foot forward”. 

What is Our Solution?

Activate’s new Engagement Indicator removes the guesswork out of identifying which consumers are most likely to be responsive to marketers’ outreach. This enhancement groups Activate's signals into different segments, allowing marketers to focus on those in the top engagement tier, and take more cost-effective tactics for those exhibiting lower levels of engagement.

Key Benefits

• Action-oriented outputs

  • The engagement indicator is 1 additional column, with simple outputs geared towards making it easier for marketers to implement changes to their campaign strategies

• Predictable segments

  • The engagement indicator buckets signals into quartiles, making the volume of signals in each segment more predictable, and thus easier for marketers to manage

• Compliance-centric

  • Our model only leverages data that we’ve observed in our network, and does not incorporate consumer demographic data, nor does it rely on data provided by customers.

Use Cases

• For consumers with a higher level of engagement:

  • Leverage a higher-touch channel, such as:

    • Phone calls

    • Text Messages

    • Direct Mail

    • Multi-touch emails

  • Craft messaging designed to generate urgency and highlight differentiators

• For consumers with a lower level of engagement:

  • Leverage lower-touch or more cost-effective strategies, such as:

    • Email campaigns

    • Digital retargeting

    • Social media campaigns

  • Craft messaging designed to educate and keep your brand top of mind

Functionality and FAQs

Data Outputs

The Engagement Indicator is single column added to the daily Activate file

• Column Name: Engagement_Indicator

  • Values: 1 - 4

    • 1 indicates the highest engagement

    • 4 indicates the least engagement.

    • The values represent quartiles of that day’s signals

      • Example: an Indicator of “1” represents the top 25% more engaged consumers for that day.

    • The indicator may have a null value in specific scenarios when the consumer’s engagement cannot be calculated.

How Does the Model Work?

The model is run every day, and there are 3 core aspects:

1. Historical data – We are analyzing user activity beyond just the last day, considering up to six months of data

2. Behavioral data – We leverage additional session data, such as session length, forms viewed, form interactions, and more

3. Training data – Our model is trained to predict behaviors that can be observed in our network, with a focus on key shopping behaviors like form engagements. The model does NOT doesn’t leverage outside sources, such as 3rd party purchase data, or customer-supplied outcomes

Does This Datapoint Use Any Data That is Sensitive or Regulated (Ex: Fair Lending Laws)?

We are only using data that is observed within our network.  We do not incorporate other consumer data such as demographics, property, auto, etc. The model also does not rely on customers to provide data.  We use datapoints such as time on site, form interactions, page views, and other browser-based events. Most of these are datapoints that we already offer in our Intelligence product. We’ve found that these are not generally sensitive datapoints, but ultimately you should consult with your compliance resources.

How is It Enabled?

This can be enabled directly in Step 2 of your Activate configuration settings, as seen below:

Why Would a Record’s Engagement Indicator Have a null Value?

A null value can occur if the user is only seen in the Homebuyers journey. This journey is currently excluded from the model due to unique shopping trends that skew the results of the data. We continue to evaluate ways to better incorporate this journey into our Engagement Indicator model.