Engagement / Engagement Score
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Engagement describes how actively a contact interacts with communications and brand touchpoints; an engagement score is a quantified representation of that activity.
- Inputs: Opens, clicks, website activity, product usage events, responses, purchases, and sometimes offline events (e.g., event attendance).
- Usage:
- Prioritize contacts for sales and CS teams.
- Drive suppression or re-engagement logic for low-engagement segments.
- Inform lead scoring and MQL criteria in B2B environments.
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