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Intent Scoring in Customer.io for Ecommerce

Integrating Summit &

Customer.io

Easily pull the results from your

Intent Scoring

app into your

Ecommerce

workflows and journeys.

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Customizable
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No-code Editable
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Trigger-based
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Flexible

Summit's intent scoring model, when integrated with Customer.io, offers an advanced and nuanced approach to assess a prospect's engagement and intent to purchase, renew, or take an action. This combination leverages both Summit's sophisticated scoring capabilities and Customer.io's robust automation and segmentation features. Here’s how this process is enhanced by integrating with Customer.io:

Key Components of an Intent Scoring Model Integrated with Customer.io

Parameter Inputs

  • Inputs such as web sessions, email interactions, and page visits are essential. The recency of these activities, tracked through Customer.io’s event tracking system, plays a crucial role in scoring.
  • These parameters are adjustable to align with industry-specific triggers, leveraging Customer.io’s ability to capture a wide range of customer data.

Scoring Mechanisms

  • Utilizing decay functions and recency calculations, the model prioritizes recent activities, a feature that syncs well with Customer.io’s real-time data processing.
  • Scores are capped using diminishing returns, ensuring they remain within realistic bounds, a principle aligned with Customer.io’s data-driven approach.

Weighted Scores

  • Activities are weighted differently, a feature that can be customized to match business priorities. Customer.io’s segmentation capabilities can be used to further refine these weightings based on customer behavior patterns.
  • The flexibility of adjusting weights allows for seamless integration with Customer.io’s dynamic segmentation and targeting features.

Overall Intent Score Calculation

  • Summit calculates individual activity scores, which are then aggregated to an overall intent score between 0-5. This score is then utilized within Customer.io for segmenting and targeting customers.
  • The intent score provides a clear and interpretable metric, which can be used within Customer.io to trigger personalized marketing campaigns and automated workflows.

Enhanced Benefits with Customer.io

Simplified Complexity

The integration translates complex engagement behaviors into actionable insights within Customer.io, allowing for more targeted and effective customer interactions.

Customizable Journey Mapping

The flexibility in scoring and segmentation allows businesses to create customized journey maps in Customer.io, tailored to various levels of customer intent.

Balanced Engagement Strategies

The recency and engagement balance in scoring complements Customer.io’s ability to engage customers at the most opportune times.

Actionable Data Insights

The intent score, used within Customer.io, helps prioritize leads, making outreach strategies more efficient and data-driven.

Adaptable Campaigns

The extensible nature of Summit’s scoring system allows Customer.io users to continuously adapt their marketing campaigns and strategies based on evolving customer behaviors and market trends.

The integration of Summit's intent scoring model with Customer.io represents a powerful combination for businesses looking to optimize their lead scoring and engagement strategies. This collaboration provides a data-driven, flexible, and interpretable system for measuring purchase intent, significantly enhancing the ability to prioritize efforts, focus on high-intent leads, and tailor strategies for maximum conversions and customer engagement.

Start using

Intent Scoring

in your

Customer.io

workflows

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Intent Signals (Triggers) for Ecommerce

For an Ecommerce platform, recalculating lead scores involves recognizing triggers that indicate a customer's engagement, purchasing behavior, and potential for repeat transactions or advocacy. In Ecommerce, these triggers are often related to shopping habits, interaction with the website or app, and customer feedback. Here's a list of potential triggers for recalculating lead scores in an Ecommerce context:

Purchase Behavior Triggers

Recent Purchases
  • Frequency and recency of purchases.
  • Changes in purchase patterns or order values.
Cart and Wishlist Activity
  • Items added to the shopping cart or wishlist.
  • Frequency of cart updates or wishlist modifications.
Product Views and Interaction
  • Number of product views and time spent on product pages.
  • Interaction with product recommendations.

Engagement and Activity Triggers

Account Activity
  • Frequency and regularity of account logins.
  • Updating personal information or preferences.
Website or App Engagement
  • Duration and frequency of website or app visits.
  • Interaction with various site features (search, reviews, account settings).
Email and Communication Engagement
  • Opening and clicking through marketing emails.
  • Responding to surveys or feedback requests.

Customer Loyalty and Advocacy Triggers

Repeat Purchases
  • Consistency in repeat purchases or subscription renewals.
  • Loyal behavior over an extended period.
Referrals and Reviews
  • Referring new customers to the platform.
  • Writing product reviews and testimonials.
Participation in Loyalty Programs
  • Active participation in loyalty or rewards programs.
  • Redeeming loyalty points or rewards.

Feedback and Interaction Triggers

Customer Service Interactions
  • Frequency and nature of interactions with customer service.
  • Post-interaction feedback and satisfaction scores.
Product Return and Exchange Behavior
  • Frequency of returns or exchanges.
  • Reasons for returns and feedback provided.

Social Media and Community Engagement

Social Media Interaction
  • Engaging with the brand on social media platforms.
  • Sharing or commenting on the brand’s content.
Community Participation
  • Active participation in brand-hosted community events or forums.
  • Engagement with other customers in community discussions.

Website and App Usage Insights

User Experience Feedback
  • Providing feedback on the website or app user experience.
  • Participation in usability tests or surveys.
Personalization Responses
  • Interaction with personalized content or product suggestions.
  • Customizing user experience preferences.

Conclusion

In the ecommerce sector, recalculating lead scores based on these triggers can help in identifying highly engaged customers, potential brand loyalists, and those likely to make repeat purchases or advocate for the brand. This approach enables more effective targeting, personalization of marketing efforts, and improved customer experience, ultimately driving sales and fostering long-term customer relationships.

Learn more about how to connect Summit to Customer.io here.

Everything you need to start scoring leads today.

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