Overview

The Engagement Momentum model measures the intensity and regularity of a customer's interaction with your brand over the course of their entire subscribed history. This enables you to group contacts not just by past activity, but by trajectory—whether they're heating up, cooling down, or staying steady—so you can send them messages most relevant to their journey.

The Engagement Momentum model looks at everything from opening a message and clicking a link to browsing your site and adding items to their cart (excluding purchases) over the course of a customer's entire subscribed history. The model then assigns an engagement score of high, medium, low, or no engagement—unlocking new ways to tailor your messaging and increase engagement.

Engagement Momentum is available as an attribute in the Audience Builder and Contact Profile.

Use cases

• Use the Engagement Momentum model to identify customers with a high momentum and send them personalized upsell opportunities and VIP program offerings.
• Identify low engagement contacts and include them in personalized win-back and retention campaigns, nurturing them with tailored value props or bundles.
• Use the Engagement Momentum model alongside the Lifetime Value model to target customers with a medium lifetime value and high engagement momentum, increasing their likelihood to become loyal customers.

Contact your CSM to enable the Engagement Momentum model in your account.

How Engagement Momentum is calculated

Cordial Edge examines the patterns of a customer's message and site engagement over the entire course of their subscribed history with your brand to create a dynamic attribute: Cordial AI Engagement Momentum. The model then assigns each attribute with a category value: high, medium, low, or no engagement.

Engagement Momentum data is refreshed on a daily basis via Data Job.

Available values

Cordial Edge places contacts into the following categories:

• High: above the 75th percentile of Engagement Momentum
• Medium: between the 25th and 75th percentile
• Low: below the 25th percentile
• No engagement: contacts who have no recorded engagement

Use Engagement Momentum

Engagement Momentum is a contact attribute: crdl_ai_engagement_momentum

• Once enabled in your account, you can use it to build audiences in the Audience Builder.
• You can also view Engagement Momentum in each contact's Contact Profile. 

Build an audience with Engagement Momentum

1. Navigate to Contacts > Audiences and select New or edit an existing audience. 

2. Under rules, type in Cordial AI or locate it under Attributes.

3. Click on Cordial AI Engagement Momentum or drag it into the Include Contacts section. 

4. Enter the desired Engagement Momentum—high, medium, or low—to load applicable contacts.

5. Click the Actions button and select Save. 

6. Once your audience is saved, you can select it when creating or editing messages across channels.

View a contact's Engagement Momentum

1. To view Engagement Momentum for an individual contact, navigate to Contacts > Contact Profile and select the contact. 

2. Click the Attributes tab and locate the Cordial AI Engagement Momentum attribute.