Buyer behavior is not a simple equation
Boston, MA (PRWEB) May 09, 2017
BOSTON, MA – May 9, 2017 - QuickPivot, the cloud-based, cross-channel marketing platform enabling B2B and B2C companies to market at customer speed, today announced the introduction of Scoring Model within the QuickPivot platform, a new data- and logic-rich lead scoring feature that enables agile, real-time customer segmentation and targeting. The Scoring Model uses flexible and intuitive “If This Then That”-like logic models that factor in value- and risk-based scores, real-time insights from complex queries or batched queries, and additive logic that enables marketers to build segmentation and targeting schemes that drive optimal results for their business.
“For years marketing platforms forced users to build Lead Score models using a cookie-cutter approach, using limited data.”, says Paul Mandeville, Chief Product Officer of QuickPivot. “That approach has diminishing returns when applied to vastly different businesses challenges, especially when you cross over from B2B to B2C,” added Mandeville.
The current approach to scoring leads is most commonly additive, where points are assigned to certain customer characteristics and behaviors. Marketers typically predefine a set of scoring criteria based on a “perfect” score - usually 100, and assign weights to adjust the model outcome. A simple B2B model might assign +50 points for CEO job title, + 30 points for 5 website visits, and +20 points for company revenue greater than $20 million. Such models fail to translate the nuances of real customer behavior, and that makes them unreliable, especially when based on subsets of data.
“Buyer behavior is not a simple equation,” adds Mandeville. “A one-time website visitor who spends 15 minutes on your pricing page is probably more valuable than a window-shopper who glances quickly at seven pages. If your model allocates more points for more visits, the window shopper wins. Recognizing these lead scoring models’ limitations, we built a system that gives users the flexibility to score the nuances of behavior over time, get more accurate lead results, and drive more sales.”
QuickPivot’s Scoring Model provides three capabilities enabling marketers to take their “Lead Score” game to the next level:
1. Beyond Simple Lead Score– With Scoring Model, marketers can now create and label any type of score that they desire, which opens scoring up to B2C marketers in new ways. Want to create a Risk Score? A Value Score? Even something as nuanced as a Trendsetter Score for your high-end retail business can now be easily configured. Marketers can simply write any combination of queries to define scenarios that are meaningful to their business and score them. The user interface of QuickPivot’s Scoring Model assembles those queries in the Scoring Model table, and lets marketers simply run the model.
2. Batches of Queries Points– Scoring Model gives marketers the ability to assemble any number of simple and complex queries, run them in real time, optimize and adjust total points based query results, and then apply the new model method to their planned campaigns. Scoring queries enable a much more granular review of all customer data and uses complex logic to define valuable behaviors. Queries can also be saved, reused, and combined to create new scoring schemes with ease.
3. More Model Methods Available – Five scoring methods are available in Scoring Model, naming Additive, Min, Max, First Matching, and Last Matching. Additive models enable agile segmentation and targeting in real time by increasing or decreasing assigned point values based on the outcomes of each query. These methods provide new levels of flexibility when building schemes where marketers know customers will score across multiple queries, but they need to pull the highest, lowest, first or last score to make the results matter for their business.
QuickPivot™ delivers fast, powerful, easy-to-use software for smart and nimble marketers with big ideas. The QuickPivot Cross-channel, Campaign Management (CCCM) platform combines big data analytics, discrete customer journey insights, visual and intuitive segmentation, and simplified customer journey mapping in one unified SaaS offering. Winner of several industry innovation awards, the QuickPivot platform enables marketers to deliver coordinated customer experiences across all channels, measure results in real-time, and refine marketing programs to improve performance. As brands look for cost-effective ways to drive rapid campaign creation and execution, QuickPivot is emerging as the vendor of choice. That’s why clients like Shutterfly, HP, Allen Edmonds, the NHL, and over 20 channel partners are turning to QuickPivot as their new marketing hub. For more information, visit http://www.quickpivot.com
Chief Marketing Officer