Demystifying the Marketo content engagement score 🔮

The engagement score essentially enables marketers to see how effective a particular piece of content in an engagement or email program is.

The score ranges from 0-100 and can be checked on the -
-> Program Dashboard for the Engagement and Email Programs
-> Engagement Program Stream Report for the Engagement Program

While the proprietary algorithm takes care of calculating and adjusting it based on the content engagements, there are a few caveats that marketers should be aware of while gauging the program and content performance from it -

-> It is calculated 72 hours after each nurture cast/email send.

-> To keep it current, the score on the engagement program dashboard references data from the last three casts.

-> In cases where programs are used as the stream content, it is solely based on the program membership and success status, not on email interactions.

-> It is based on all Marketo customers' content performance against drip and nurture-style emails.

A score of -
<50 means content is doing worse than 50% of the customers
=50 means content is doing similar to 50% of the customers
>50 means content is doing better than 50% of the customers

Now, because the score is benchmarked against all customers across various industries and there is a possibility of score inflation due to email bot activities, it is always better to analyze it critically rather than basing all decisions on it.