Buyer Intent Scoring

Buyer Intent Scoring System

Buyer Intent Window:

• 120 Days

This score is applied to a company/category and goes back 120 days. (It's calculated at the company level, not the lead/user level. And, it is based on category, not product.)

Buyer Intent Index:

• Buyer Intent Index is calculated on the sum of impressions the company makes to specific product categories in the past 120 days.
  This is analyzed at the company level, based on the category views (not at the individual product level) ie; Company X Buyer Intent Score in Category Y ='s the number of times the members of Company X have viewed pages related to Category Y in the past 120 days.

• Within the score - each member of the Company can contribute up to a maximum of 6 points per day:

  • This accounts for multiple members visiting category pages on distinct days and for single members visiting on multiple distinct days to apply a higher signal of intent to the score.
    For instance, if there are 24 impressions from Starbucks members visiting ERP solutions in the past 120 days then Starbucks has a buyer intent index for ERP of 24.
    If 4 distinct members from Starbucks each visited 6 ERP category pages, the scoring applies a stronger signal than if a single member of Starbucks visited 24 pages.
    Similarly, if a single member from Starbucks visited 8 pages each day on 3 distinct days, this is a higher signal that is accounted for in the score, over a single member visiting 24 pages on a single day.

• The higher the intent score, the higher the intent: As multiple users, on distinct days visiting over the 120 day window the score increases and we interpret that as a stronger buyer intent signal.
  
  

  • For instance, Company A, has an ERP PeerIntent Buyer Score of 95, Company B, has an ERP PeerIntent Buyer Score of 23, And Company C, has a PeerIntent Buyer Score of 9.

Buyer Intent Score System - Summary:

The basic score is calculated as the sum of impressions of this company to this category in the past 120 days. So if there are 24 impressions from Starbucks visitors of RPA solutions in the past 120 days then Starbucks has a buyer intent index for RPA of 24.

We then assume that multiple users and multiple days is a stronger intent signal than a single user making a lot of visits. For instance 4 different people from Starbucks each visit 6 pages is a stronger signal than a person for Starbucks visiting 24 pages. Similarly, if a user visits 8 pages each day on 3 distinct days, it's a higher signal than the user visiting 24 pages on a single day. (The score for Company X in Category Y is the number of times over the past 120 days that members of Company X have viewed pages related to Category Y, where each member can contribute up to a maximum of 6 points per day.)