To relate contacts with usage data and to transform this information into meaningful insight, you set scoring rules that define a contact’s score, persona(s), and activities. Thus, a persona represents a subset of contacts that share similar behavioral patterns. These patterns are detected by the system in accordance with scoring rules that you define. Scores are measured as points that a contact earns when completing a certain activity or interaction within the site. For example, when a contact views a page, downloads a document, posts comments, or subscribes to an email campaign, the contact earns a specific number of points for each of these activities. For each persona, you define a threshold of points. Once a contact scores enough points to pass this threshold, they are associated with this specific persona.
Depending on how you define persona scoring rules, a contact may score points for a rule just once or each time they complete a specific interaction. For example, your scoring rule states that each time a contact visits a page under the Developer Network section, they score points for a Developer persona. Thus, you can measure the frequency of visits by this contact to developer information and, based on the contact's score, associate this frequency with the behavior of a Developer persona.
NOTE: Both anonymous and known contacts get scores and get associated to personas. Thus, all contacts that interact with your site are part of the persona report.
A contact may be attributed to more than one persona in case they pass the threshold of these personas. There is always a persona to which a contact matches the most, which is reflected by the biggest percentage score above the specific persona's threshold.
As a result of persona scoring rules, you can differentiate between visitors who browse a few pages on the site and accumulate points by chance, and visitors who can indeed be classified under a specific persona. When you edit persona threshold over time, this does not affect historical data and contacts above the old threshold remain associated with the persona.
Scoring rules are based on user activities on your website. Rules are not bound to one persona and can be scored against any persona with different values (anything different from zero is considered), depending on your requirements.
When reading sports articles, contacts earn points for Sport fan persona. On the other hand, while reading articles about art, contacts score points for Art fan persona.
Contacts reading sports news score 10 points for each sports article they read. If you set a Sport fan persona threshold of 100 points, contacts must read at least 10 sports articles (each article bringing a score of 10 points) to be associated to the Sport fan persona.
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