Overview
An engagement score is a numerical representation of how actively involved students are in the various stages of the recruitment cycle. Each student is assigned a score based on their activity and usage of Element451. A high score indicates active engagement, while lower scores suggest a lack of engagement and potential at-risk students.
Viewing a User's Engagement Score
📙 Note: You must have the Insights card enabled on your profile template to view it. Learn more about Bolt Profile Templates.
Navigate to Contacts > People or use the search bar in the top right corner to search the student's name.
Click on their name to open the profile.
Look for the Insights card on the user profile. You can also search for it using the search bar.
You will see the user's engagement score at the top middle of the card.
Besides the Engagement Score, the Insights card has three other sections that help you analyze a user's engagement: Preferred Email Open Time, Last Touch Point, and Activity At-A-Glance.
Preferred Email Open Time
As Element451 gathers information about the user's email opening behavior, it will establish a preferred time for opening emails. This can help you decide when to communicate with the student. 💡Pro Tip: You can schedule campaign emails to be sent at a user's preferred open time. Read more about that feature here.
Last Touch PointKnowing the latest touch point made with a student is crucial. Element451, utilizing calculated traits, displays the most recent touch point with a student right here.
Activity At-A-Glance
Activity At-A-Glance is a calendar grid that displays a heat map of a user's activity. Each colored block represents a day with activity, and hovering over it reveals the date and number of actions taken. Clicking on a block expands the information to provide specific details of those actions. You can use the toggles located at the top to filter activity by showing all actions (all), actions that the user performed (ours), or actions that another user performed (theirs).
Calculation of Engagement Score
Element451 calculates student engagement using numeric scores and labels based on the following activities and usage:
Number of emails click
Number of SMS click
Number of forms submitted
Number of logins (applications and microsites)
Number of event attendance
Number of pageviews
Number of conversation messages
Engagement Scores and Descriptions
Engagement Score | Description |
Stranger | a new record that has had no email or SMS engagement |
Unengaged | a previously engaged person whose activity has fallen off completely |
Dormant | a previously engaged person whose activity has fallen off significantly |
Lurker | a record with a moderate engagement score |
Follower | a record with a moderately high engagement score |
Fan | a record with a high engagement score |
Using Engagement Scores
When creating user segments, you can use engagement scores to see how each segment performs compared to others. More importantly, this may allow you to identify at-risk students within segments.
A critical use case is the "dormant effect." This effect is useful when identifying students who are not reacting to your content or following your school brand as a priority. In this example, you could create a segment with the following filters to help identify those students:
milestones = applicant OR admit AND engagement score = DORMANT OR milestones = applicant OR admit AND engagement score = UNENGAGED