Documentation Marketo Engage Marketo Guide

OP-Scoring-Behavior

Last update: September 29, 2023

Topics:
Programs

This example is an advanced (tokenized) Operational Program for Behavior Scoring using a Marketo Engage Default Program. View and edit the scoring values under the program’s “My Tokens” tab. Requires custom score field called “Behavior Score.”

For further strategy assistance or help customizing a program, please contact the Adobe Account Team or visit the Adobe Professional Services page.

Channel Summary

Channel	Membership Status	Analytics Behavior	Program Type
Operational	01-Member	Operational	Default

Prerequisite Fields

Type	Friendly Name	API Name
Score	Behavior Score	BehaviorScore

Program Contains the Following Assets

Type	Template Name	Asset Name
Smart Campaign		Email - Clicks Link in Email
Smart Campaign		Form - Fills Out Contact Form
Smart Campaign		Form - Fills Out Content Form
Smart Campaign		Form - Fills Out Default Form
Smart Campaign		Form - Fills Out Event Form
Smart Campaign		Web - Downloads Any PDF
Smart Campaign		Web - PPC Scoring
Smart Campaign		Web - Visits Key Web Pages
Smart Campaign		Web - Visits Multiple Web Pages in 1 Day
Smart Campaign		Live Event - Attended
Smart Campaign		Tradeshow - Influenced
Smart Campaign		Tradeshow - Visited Booth
Smart Campaign		Webinar - Attended
Smart Campaign		Decrease Score - No Activity
Smart Campaign		Decrease Score - Visits Undesirable Web Pages
Folder		Interactions
Folder		Program Status Changes
Folder		Score Decay

My Tokens Included

Token Type	Token Name	Value
Score	`{{my.Decrease Score - No Activity}}`	-10
Score	`{{my.Decrease Score - Visits Undesirable Web Pages}}`	-5
Score	`{{my.Email - Clicks Link}}`	+2
Score	`{{my.Form - Fills Out Contact Form}}`	+30
Score	`{{my.Form - Fills Out Content Form}}`	+15
Score	`{{my.Form - Fills Out Default Form}}`	+10
Score	`{{my.Form - Fills-out Event Form}}`	+15
Score	`{{my.Live Event - Attended}}`	+30
Score	`{{my.Tradeshow - Influenced}}`	+20
Score	`{{my.Tradeshow - Visited Booth}}`	+5
Score	`{{my.Web - Downloaded Any PDF}}`	+5
Score	`{{my.Web - PPC Scoring}}`	+15
Score	`{{my.Web - Visits Key Web Pages}}`	+5
Score	`{{my.Web - Visits Multiple Web Pages in 1 Day}}`	+5
Score	`{{my.Webinar - Attended}}`	+20

Conflict Rules

Program Tags
- Create tags in this subscription - Recommended
- Ignore
Landing Page template with the same name
- Copy original template - Recommended
- Use destination template
Images with the same name
- Keep both files - Recommended
- Replace item in this subscription
Email templates with the same name
- Keep both templates - Recommended
- Replace existing template

Best Practices

Each campaign built is meant to be an example of the best practice build and not specific to your use cases. Remember to update the Smart Campaigns to address your specific pain points and data challenges.
Consider updating the naming convention of this program example to align with your naming convention.

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