Utilisez le Scoring, cette segmentation marketing qui permet d’améliorer le taux de réponse à vos sollicitations. Le scoring, appelé également modélisation de données a pour avantage de réduire les coûts d’une campagne marketing, en augmentant son retour sur investissement.

How do I rate my customers?

It's decided, you're moving up a gear by maximizing the performance of your databases! But how do you rate your customers? What are the best rating criteria for your business?

In order to increase the return on investment of your marketing campaigns, we will give you the 3 essential steps to set up your scoring.

Definition :

Scoring is a marketing segmentation that makes it possible to determine the probability that a prospect will act favourably to your commercial solicitations or that a customer will take a decision that changes your commercial relationship (cross-sell & up-sell or conversely, the termination of this relationship).

"All knowledge degenerates into probability."
Davis Hume
Treatise on Human Nature

Step 1: Choosing the right rating criteria

They are the ones who will determine which customer is best suited to buy your product. These variables are specific to your business. You have to ask yourself the question: is this criterion relevant for rating my customers? From there, it will be easier for you to build your model.

Here are some examples of criteria:
  • Explicit criteria such as sector of activity, function, turnover of the company if you work in BtoB ;
  • Behavioural criteria, very relevant when selling on the internet. (Number of pages visited, response to your newsletters, number of clicks...)
Know your customers well

Know your customers well

Step 2: Assess the value of your variables

This is certainly the most important point as it will determine exactly which of your customers is most likely to be in a buying position.

First, decide on the maximum score. Say, 100 points. Then, divide the points according to the different criteria.

  • Explicit criteria : Important to know who you're talking to. (Sex, age, situation...). You can decide to give a mark out of 10 points to each criterion.
  • Behavioural criteria: a little less important, they may have fewer points, say 5 for the most encouraging (number of product pages visited for example) and 3 for the least important (blog articles visited, click on mail...)

Step 3: Qualify your customers

Une étape longue mais décisive. Chacun de vos clients ou contacts va faire l’objet d’un classement. A vous de lui attribuer des points en fonction des critères. Ainsi vous pourrez en sortir un client idéal, pressenti pour passer à l’acte d’achat (par exemple des femmes entre 20 et 35 ans, jeune parent, qui visitent régulièrement les pages produits destinées aux nouveau-nés).

Once you have followed these three steps, you will need to work regularly on your rating rules to optimize your model.

This type of segmentation is accessible to everyone. To push your strategies further, or if your databases are very large, you can call upon a data scientist, a professional in data analysis and scorings who, through his skills, will develop adapted models to ensure your growth.

Do you have a question? Do not hesitate to contact us for more information on the techniques of Data Modeling.

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