How does the behavioral models work


A behavioral model is used in conjunction with your marketing software package to track specific activities that a lead carries out and giving that lead a score for how likely they are to convert based on the interaction they have.


The scores are grouped into four different โ€œbucketsโ€ from 1 through 4 with the 1 grouping being the highest scoring and the 4 the lowest.


The model is created using specific trigger points for activities that a customer carries out that are tracked through your CRM software, such as completing a form or clicking on a certain link on your website. The activities are given weightings relating to the likelihood of a lead being converted with these actions being carried out and the model then calculates the probability of that lead resulting in a won opportunity.


To see how your model was built login into your Infer profile, go to the models tab and select the behavioral model you want to look at. In there you'll see a diagram, Infer behavioral models are built using the different activities types you have in your CRM, for example, if someone opened an email or filled up a form. We also use the frequency of the actions, how many actions someone performed in a window of 28 days, and of course, the diversity, meaning, how many different type of actions in the 28 days window of time.



If you have a behavioral model and a fit model working in conjunction then you'll also be able to see how they perform together, by going to the "Scoring Matrix" tab inside the model and looking at the different conversion multipliers for each type of lead: