Lead scoring originates from the need of being as relevant as possible. Until now, most companies have only been focusing on collecting personal data from their clients and using this to add a sense of relevancy to their campaigns. However valuable, personal data as such tell nothing about someone’s likeliness to buy or engagement with your brand and therefore are inadequate for the real touch of relevancy. Information about someone’s behavior, like page visits, opens, clicks and likes, and even filtered data like recency, frequency and monetary value, add the personal touch. The disadvantage of behavioral data can be that they are too general to use for personalisation purposes. The solution to this is to apply lead scoring to the soft data of an individual.

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