In this article, we'll show you how to create your Activity Model with Breadcrumbs.
After creating your Fit Model, your next step in creating your scoring model in Breadcrumbs is to configure your Activity Model. Just like the Fit model, the Activity model will allow you to score your contacts based on ideal actions or events, such as content downloads, website visits, and webinar sign ups.
You can access the Activity Model in two different ways:
A) Clicking on “Activity Categories” located at the top of the page
B) Clicking on “Activity Categories” on the right, after you’ve finished your Fit Categories.
1) The first step to getting started is clicking + New Category
2) Just like the Fit Category, there are several fields to fill in at this stage:
- Name—The name of the action (website visit, webinar sign up, webinar attended, etc.)
- Weight (%)—The weight this particular event should carry for the overall Activity score.
The model can also exceed 100%, but WHY?
We decided to remove the 100% limitation because in certain circumstances, you have categories that you know are very unlikely to happen, but when they do, you really want to boost the score.
The final calculated score has a ceiling at 100, and you’ll never get a score higher than that.
- Absolute Decay—The percentage that the score reduces after the period defined (Interval Rate.)
- Interval Rate (Days)—The period of time in which the data is assessed.
- Min Frequency—The minimum number of times the event must occur to be scored.
- Max Frequency—The maximum number of times an event can occur to be scored.
We want to track contacts who have visited our pricing page. The overall weight of this activity is 30% of the total 100%.
In addition, we want to track users who have visited the pricing page at least 1x (Min Frequency) but no more than 5x (Max Frequency.)
Next, we will input an Absolute Decay of 10% and the Interval Rate of 3 days.
This means, in order for the contact to receive a top score of 30%, they would need to reach the Max Frequency of 5 webpage visits within 1-3 days.
For every 3 additional days that pass, the score will drop 10% because the lead becomes less relevant. This is true for contacts that visit the pricing page at the Max Frequency of 5x. They can’t reach the full weighted 30% because the prime window to receive that score was day 1-3.
X-AXIS = DAYS | Y-AXIS = SCORE
The next step is to map your action to a field within your CRM.
3) Select the source of the data, such as HubSpot or Salesforce.
4) Next, choose the type of event. For this example, we are choosing Page Visits.
After selecting Page Visits, we need to select which page (or combination of pages) will trigger the event.
6) In the Keys dropdown, choose URL or Traffic Source. For this example, we are choosing URL.
7) In the Type dropdown, choose from the following list: For this example, we are choosing Text.
8) In the Event field, enter the URL you are looking to target: For this example, we are inputting the pricing page URL.
9) You can choose to “+ ADD RULE” below if you want to expand or refine your results.
This is where the AND / OR rule comes into play:
AND = one rule AND another rule needs to happen for the contact to get the full score.
OR = one rule OR another rule needs to happen in for the contact to get the full score.10) After you're finished creating your Activity Category, click Save Category to create another category or to move to the next step: Advanced Settings.