--- schema_version: "1" id: 49229a0f90848569780e827006fdd8f055d12053d7e0156cf404b0db0bd19806 title: Configure Scoring Models in Marketing Cloud collection: admin version: current locale: en-us portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mktg_data_scoring_setup.md canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mktg_data_scoring_setup.htm&release=264.0.0&type=5 source_site: help.salesforce.com content_type: documentation content_hash: e0dba4fa9bd770e03aada0edb1c1b2600607db5802c5d1ed754a2d2df6865db8 description: To begin scoring leads, contacts, prospects, and accounts, select the Unified Individual or Account object to score on. Then, create scoring models and use default scoring rules or customize them. You can also add or delete rules, and create complex rules with multiple conditions. products: - Marketing release: "264" --- # Configure Scoring Models in Marketing Cloud To begin scoring leads, contacts, prospects, and accounts, select the Unified Individual or Account object to score on. Then, create scoring models and use default scoring rules or customize them. You can also add or delete rules, and create complex rules with multiple conditions. ### Required Editions [View supported editions](https://help.salesforce.com/s/articleView?id=mktg.mktg_editions.htm&release=264.0.0&type=5 "Marketing Cloud Next is available in Growth and Advanced editions, and requires Salesforce Enterprise or Unlimited editions. Some features are limited by edition or purchased add-on. All functionality is available in Lightning Experience only.").
User Permissions Needed
To manage and publish scoring models:

Configure Marketing Cloud Scoring Models

AND

One of these permission sets:

  • Data Cloud Architect
  • Data Cloud for Marketing Admin
  • Data Cloud Aware Specialist
To see a walkthrough of scoring model setup, check out this video: #### See Also - [SMS Engagement Data in Unified Messaging](https://help.salesforce.com/s/articleView?id=mktg.um_channel_sms_engagement.htm&language=en_US) - [Email Engagement Data in Unified Messaging](https://help.salesforce.com/s/articleView?id=mktg.um_channel_email_engagement.htm&language=en_US) ## Create Identity Resolution Rulesets Before setting up Scoring Models, first [create Identity Resolution Rulesets for Individuals and Accounts](https://help.salesforce.com/s/articleView?id=mktg.mktg_admin_data_identity_resolution.htm&language=en_US). ## Turn On Scoring Models 1. From Setup, in the Quick Find box, enter Marketing Cloud, and select **Reporting and Optimization** | **Customer Engagement**. 2. Next to Customize Scoring Rules, click **Enable Scoring**, and then turn on all scoring features. 3. After Scoring is enabled, click **Go to Scoring Setup**, and create a Scoring Model. ## Create a Scoring Model To segment scores based on different needs, products, regions, or communication channels, and to manage scoring frequency, set up a scoring model. Leads, contacts, and prospects receive scores based on their unified profiles. 1. From Setup, in the Quick Find box, enter Scoring, select **Scoring Models**, and then click **New**. 2. Enter your Scoring Model details. 1. Add a Model Name, and then select a business unit. 2. Select **People**, **Account**, or both, and then click **Next**. 3. Select the **People** or **Account** tab. 4. In the Overall Score section, decide how to weigh engagement and fit. 1. To edit the ratio, click **Edit Score Ratio**, make your adjustments, and then click **Save**. 2. (Optional) For account scoring models, enable intent scoring, change the score ratio to equal 100%, and click **Save**. If you enable account intent scoring, republish the scoring model. 5. Review or edit the default Engagement Score Rules and Fit Score Rules, or create your own custom scoring rules for unified individuals. 6. To start scoring your leads, contacts, prospects, and accounts, click **Publish**. 7. Select the frequency schedule from the dropdown, and then click **Publish**. You can adjust the schedule frequency after publishing. Scores are immediately applied to records related to the unified individual and unified account objects selected and can be used to build segments. To show scores on lead and contact pages, add the [Data Cloud Profile Insights](https://help.salesforce.com/s/articleView?id=data.c360_a_data_cloud_lightning_apps_configure_profile_insights.htm&language=en_US) component to your page layouts. Account scores can't be added to account pages. ## Create a Custom Scoring Rule You can create custom scoring rules to fit your needs. When you create a rule, each attribute represents a record field and the value is the data you're interested in. For example, Engagement Channel Action is an attribute, and CLICK is a value. 1. From the Scoring Models page, select a scoring model. To add custom scoring rules, a scoring model must be in an Inactive or Draft status. 2. Under the Engagement Score Rules section or Fit Score Rules section, click **New**, and then add a Description. 3. On the Match dropdown menu, select **All conditions are met (AND)** or **Any conditions are met (ANY)** logic for your rule. 4. To complete the first condition, use the dropdowns for Attribute, Operator, and Value. Enter the exact attribute value including capitalization. To make sure attribute values are exact, we recommend enabling value suggestion for Text data type fields that you reference most often. See [Edit Data Model Object Properties](https://help.salesforce.com/s/articleView?id=data.c360_a_data_model_object_properties.htm&language=en_US). 5. Add more conditions as needed. - To add a top-level condition, click **Add Condition**. - To create a condition group, click **Add to Group**. ![A complex scoring rule with a condition group.](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/mktg_all/images/mktg_scoring_complex_rule.png) 6. Enter the number of points to add or subtract when someone meets the rule conditions. 7. When you're ready, click **Done**. 8. To add more rules, click **New Rule**. ## Edit a Scoring Schedule To manage consumption costs and scoring usage, you can choose how often a scoring model runs by editing its scoring schedule. You can choose from one of four different run frequencies, from every 1 hour to every 24 hours. The more often a scoring model runs, the more actionable it is, but the more credits it consumes. 1. From the Scoring Models page, click on a scoring model. 2. Click **Edit** under Schedule. 3. In the Schedule dropdown, select a run frequency for the scoring model, and then click **Save**. 4. Publish the updates. 1. Click **Republish**. 2. Confirm your schedule frequency selection. 3. Click **Publish**. ## Delete a Scoring Model 1. Before you delete the scoring model, remove any Calculated Insights scoring references. 1. From Data 360, go to the **Calculated Insights** tab. 2. The four-digit ID in parenthesis next to each Calculated Insight relates to the scoring model ID. Find the matching ID in the URL of the scoring model you want to delete. ![Scoring Model ID found in URL](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/mktg_all/images/mktg_scoring_model_ID.png) 2. Due to dependencies, you must delete any Calculated Insights related to a scoring model in this order. a. Overall Marketing Score b. Account Score c. Marketing Engagement Score d. Account Engagement Score e. Lead Engagement Score f. Contact Engagement Score g. Marketing Fit Score h. Account Fit Score i. Account Intent Score j. Individual Engagement Score 3. From the Scoring Models page, make sure the scoring model you want to delete has a status of Draft or Inactive. 1. If the scoring model has a status of Active, click the dropdown to the right of the scoring model, and select **Deactivate**. 4. After you delete every Calculated Insight that's related to the scoring model, click the dropdown to the right of the scoring model, and then select **Delete**.