Engagement Score
Updated
by
Mikkel Settnes
Engagement Score is automatically calculated by Dreamdata Reveal to collect all engagement and intent signals within the last 30 days into a single intuitive metric, that can be used to identify the companies with the highest engagement with your brand.
It uses a variety of signals including de-anonymized website traffic, LinkedIn ad engagement, G2 views, conversions, sales activities, offline activities etc. This comprehensive approach ensures that you get the most accurate and actionable insights possible.
How does it work?
The engagement score is calculated using several signals.
- Website Traffic
- LinkedIn Engagement
- G2 Page Views
- Conversions
- Active Contacts
- General Activity
For each signal a score is calculated determining the engagement level for that particular signal.
The total engagement score is the weighted sum of the individual scores for each signal.
This means that a company needs high engagement across the different engagement signals to reach a score of 100%.
Example:
A company have activity on your website and engage with your LinkedIn ads. So it shows two signals.
For each signal the activity is weighted to determine a score for each of the two signals. So both the website signal and the LinkedIn engagement now have a score.
We determine the total engagement score for the company by comparing the sum of these two scores to the sum of scores for all other companies currently engaging with your brand.
If the total engagement for this company is high compared to other companies, the company will receive a high total engagement score.
Website Traffic (including de-anonymized activity)
The website signal considers and scores activity on your website for a company.
This includes activity for known contacts, but also anonymous traffic that via IP-lookup can be connected to a company.
If you are using Dreamdata's tracking script or Segment, Dreamdata will automatically use the user's IP address to look up their city, country, and company. This enables Dreamdata to identify anonymous visitors and link them to the appropriate company. This allows you to find out who visits your website without people signing up or otherwise identifying themselves.
Dreamdata Reveal applies de-anonymization to determine if a company is browsing your website, even if you have not identified the actual person.
LinkedIn Engagement
As official Linkedin Marketing Partners, Dreamdata enables you to collect company engagement data for your LinkedIn Ads. Dreamdata Reveal uses the ad engagement data as a separate signal, and shows you if companies are engaging with your ads on LinkedIn even if they do not click through to your website.
* This requires the Source LinkedIn to be enabled.
* LinkedIn ad impressions and video views are not considered engagement for calculating the engagement score
The LinkedIn signal also includes people clicking through to your website from LinkedIn
G2 Page Views
Dreamdata Reveal will include anonymous visits by companies to your G2 page.
*This requires the Source G2 to be enabled
The G2 signal also includes people clicking through to your website from G2.
Conversions
Touchpoints setup as conversions within the Dreamdata Platform are used as a separate signal ie. companies having conversions within the last 30 days will have a higher engagement score as they performed activities considered important by being labelled as conversions
General Activity
General activity collected through the Dreamdata Platform is also used when considering engagement in Dreamdata Reveal.
This can be things like meetings, sales calls or offline touchpoints brought into the Dreamdata Platform.
This signal does not consider activity considered by other activity signals ie. general website activity is not considered.
Active Contacts
The number of active contacts within the last 30 days are included as a separate signal. This helps you determine if you already know the emails of people at that company and companies with many active known contacts will be more likely to have a high engagement score.
Time dependence
For each type of engagement signal the activities from the last 30 days are taken into consideration.
Activities within the last 7 days are weighted equally, whereas older activities are weighted less.
