Campaign Member Custom Fields - Response Scoring (Summer 09 part 4)
Jul 13, 2009Campaign member custom fields have been turned on as a part of Summer 09! This is one of most powerful features released for Salesforce Marketing in a long time due to the amount of customizations now possible such as:
- Track Events - Attended, No Show, Meal Preference, Registration $$
- Track Inside Sales Campaigns - Did not answer, No budget, Not Interested
- Direct Mail - Offer Name, Offer type, postage cost
- Integrate w/ 3rd party app's such as email vendors, direct mail vendors, and more
Lead scoring is always a hot topic, but what if you just want to prioritize a call list from a trade show or score existing customers interest in a new product without creating duplicate leads? Cases like these lend themselves better to scoring the campaign "response" instead of the lead, and campaign member custom fields are a great way to do basic response scoring:
The last few posts were pretty technical, but this one's all point and click. We'll walk through how a marketing manager such as Whitney could quickly create response scores using formula fields, ending up with a result like the above screenshot.
In the previous screenshot we have three response score fields and one response score total to sum up the results. To do this yourself, first create the custom fields such as RSVP-Yes, Attended, and # Questions Asked, which can be populated by a combo of registration pages and an excel file import from the event.
Then you can create a few formula fields: Click Setup-->Customize-->Campaigns-->Campaign Members-->Fields.
At the bottom of the fields list, click New. Here you can see the wide array of possibilities for campaign member tracking from lookup fields to date fields and more!
Select Formula, and label the field "Response Score: RSVP-Yes", with a field name "ResponseScore1" to make the summary field formula simpler. Select "Number" under Formula Return Type and 0 decimal places, then click Next.
Click on Advanced Formula, and click Insert Field to find the RSVP-Yes custom field you already created. Insert this into the formula:
Now you can use an "If" function to score it as 5 points if checked, and 0 points if not checked. The final formula will look like this:
If( RSVP_Yes__c,5,0)
Follow the same pattern the Attended score by creating a new campaign member formula field, labeling it "Response Score: Attended" with a field name of "ResponseScore2". In this case "Attended" should be worth 10 points, so we use a formula of:
if( Attended__c ,10,0)
For "# Questions Asked" score, label it "Response Score: Questions Asked" with a field name of "ResponseScore3, and we can create a simple formula saying each question is worth 5 points. The "Isnull" formula ensures this doesn't show up as "#error" if the "# Questions Asked" field is blank:
(if( isnull(Questions_Asked__c),0, Questions_Asked__c)) *5
Finally for the total, we label it Response Score Total, and use a formula to sum up the parts:
ResponseScore1__c + ResponseScore2__c + ResponseScore3__c
Add these fields to the campaign page layout. Go to that campaign, click Manage Members-->Edit Members-Search and then click "Edit Columns to add the Response Score Total column to the list. Click on the field and you now have a prioritized call down list!
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This looks great for scoring responses within a single campaign. Is there a way to be able to capture that response score total in an overall lead scoring model? Example, suppose Lead: John Doe is a member of campaigns A, B and C. In campaign A, he has a response score of 40. In Campaign B - response score 10 and Campaign C - response score 15. Is there a way to build a lead score formula to capture John Doe's total response score associated with all three of those campaigns? Lead Score = campaign A response score + campaign B response score + campaign C response score = 65.
Posted by: dlee | November 12, 2009 at 07:14 AM