This guide outlines the configuration process for real-time scoring and enrichment of leads, contacts and accounts in Salesforce, using the Lattice Buyer Insights AppExchange package to operationalize models created on the Lattice Predictive Insights platform.
This guide assumes that your Salesforce administrator has already installed the Lattice Buyer Insights AppExchange package and the Scoring and Enrichment license package.
First, we need to connect the Lattice Buyer Insights package to the Lattice Predictive Insights platform. To do this, please do the following:
- Log into the Lattice Predictive Insights platform
- Go to Salesforce Settings from the left hand menu
- Choose “Request New Token”
This will send you an email with the username and token that should be used in the Lattice Admin screen (shown below).
To complete the connection, enter the username / token in the Buyer Insights salesforce app (choose “Lattice Buyer Insights” from the app picker in the upper right, and select the “Lattice Admin” tab.
Lattice Insights for Sales Reps
The Lattice Insights VisualForce page and Lightning component give Sales Reps the ability to see insights about why an Account, Contact, or Lead may be a good fit.
Configure Lattice Insights for Sales Rep
By default, the Lattice Insights VF page displays all attributes (over 16K) available in Lattice Data Cloud. The sales reps may find this information overwhelming. Customer typically define 10 or 20 attributes that are most relevant for their business and disable the rest.
To do so,
- please login to https://app.lattice-com
- Go to Data Cloud Explorer UI
- Disable attributes not relevant for your
Add Lattice Insights Page to Sales Rep Payout
On any Account, Lead, or Contact layout, you can add the Lattice Insights page to the page layout.
There are two options:
- Edit existing page layout: recommended if you would like all reps to view Lattice Insights
- Create new page layout: recommended if you would like to have specific reps to view Lattice Insight. The new page layout has to be added to the reps user profile.
Set the height to a minimum of 500 pixels and enable scrollbars to that you see the full content.
Real-Time Scoring and Enrichment Configuration
To complete this step, you need:
- Access to the Lattice Predictive Insights platform at https://app.lattice-com
- At least one model activated on the Lattice Predictive Insights platform
- Access to the “Lattice Admin” tab in the Lattice Buyer Insights package
After authenticating, you will need to enable one or more models to be used for scoring in Salesforce.
First, select “Models” in the left menu to see all the models in the Lattice Platform. Models will only appear in the Lattice Buyer Insights app if you have activated them on the Lattice Predictive Insights platform.
Select a model that you would like to enable for scoring in Salesforce and you should see the following:
First, choose the objects that will be scored with this model. The options are Accounts, Leads, and Contacts. For each object that is configured, the Scoring Results and the Scoring Attributes must be defined for scoring to work properly.
The Scoring Results section lets you define which fields to write the score and last scored date/time when a record is scored using this model. The Score must map to a number field in Salesforce and the Last Score Date can map to either a Date or Date/Time field. If your organization does not have one configured, then it will need to add a custom field to the Account, Contact, or Lead object.
Next, setup the Scoring Attributes. This provides data from Salesforce to send to the Lattice Predictive Insights platform when a score is requested.
To get an accurate score, all of the fields listed under Scoring Attributes should be mapped to a field in Salesforce. If one of the attributes is not available in Salesforce, we strongly recommend refining your model on the Lattice Predictive Insights platform to remove that attribute, to ensure the most accurate scores.
Finally, save and confirm changes.
The LPI platform enables you to enrich leads, contacts and accounts with technographic indicators. Given an email address or website, these attributes will tell you whether a company is using a particular technology like Microsoft Office, Google Analytics, and so on.
To use enrichment, the first step is to enable attributes from the Data Cloud Explorer in LPI.
Then, from Lattice Buyer Insights, you can configure enrichment attributes to be appended to fields on lead, contact and account records. To set this up, choose the “Enrichment Attributes” in the Lattice Admin tab.
Then you can choose which attributes should be mapped to fields on the Lead, Contact, or Account objects. It is not required that you map all attributes.
NOTE: You may have to create new fields to store these data values. That requires your administrator to create these new fields.
Setup Real-time Scoring and Enrichment
Scoring rules define when a record should scored & enriched by Lattice Predictive Insights. To do this, choose “Scoring Rules” in the left menu of the Lattice Admin. In this screen, define one or more rules for each model.
Each rule must be setup with the following information:
- Rule Name - identifies the rule in the list
- Best Practice: Use a name that summarizes the filter criteria for easy identification (ex. US Leads or Healthcare Accounts).
- Action -
- Score - Use the selected model to score records that match the criteria for this rule
- Enrich Only - Use the selected model to enrich records that match the criteria for this rule
- Score and Enrich - Use the selected model to score AND enrich records that match the criteria for this rule
- Model - Select a model to use with this
- Object - Select an object that this rule will apply The rule will only affect objects with this record type based on the settings for the selected model.
- Trigger -
- Choose when this rule will be
- 'Create and Update', 'Create' or 'Update' will trigger automatically for individual records when they have been created and/or updated.
- 'On Demand' means the rule does not trigger automatically and can only be used for bulk scoring.
- NOTE: A rule will only trigger an update to a record when one of the fields mapped in the model setup or the filter criteria are changed
- Choose when this rule will be
- Active - Y/N
- Note: Rules cannot be active unless the model is defined
- Filter Criteria - this is used if only a subset of records should be sent for For example, only US-based lead records should be sent
- Multiple criteria can be combined with the “Filter Logic” link
Setup Bulk Scoring & Enrichment
Any scoring rule can be executed in bulk mode. This allows all records that meet the filter criteria for that object to be rescored.
Note: Rules triggered by the creation or update of a record will be put in the queue ahead of the bulk scoring jobs.
This is best used when first setting up the app or targeting a new set of records. For example, after setup there may be a number of US leads that have not been scored. Using bulk scoring, those can be scored immediately & then you can setup a trigger based rule to score new and updated records.
To see the results of a bulk job, choose the “View in Progress Jobs”.
That will take you to the bulk score dashboard, which shows the details for any bulk score job in progress. You can take the following actions on a job:
- Reset Error Count - retry records that have previously failed
- Delete Queue Records - remove records from the queue that have previously failed
- View Errors - if errors exist, you can go to a different page breaking down the errors and number of records.
This also shows the current records in the queue that have errors as well.
Setup Campaign Engagements Data for Scoring
The campaign rollup feature summarizes the number of Campaigns a Lead or Contact is associated with and sends that number to the LPI platform to enhance the scoring accuracy. To get this setup, choose the “Campaign Rollup” tab in Lattice Admin.
Choose the “Add New Campaign Rollup” button to create a new attribute. You’ll want to name the attribute something that distinguishes it. In the example below, I’ve named it “Campaign Email Response” to track if they’ve responded to emails. We’ll use the name later when defining the model.
Next, you want to define the criteria for which Campaign and Campaign Member records apply. In the example above, I want to find the number of records in an Email campaign (criteria 1) that have been created within the last 30 days (criteria 2). These work together to find the correct number of matches when scoring.
Lastly, you need to define which attributes in the model this should be mapped to. In the field mapping for Lead or Contact, you’ll see a section called “Campaign Rollup Fields” and you can choose the Campaign Rollup that was previously created.
Scoring and Enrichment Configuration Validation
In this section, we’ll go through a few steps to make sure everything is setup correctly. Here are the steps:
- Create a record that matches one or more scoring rule filter criteria
- If the rule fires on update, then make a change to the record and save
- Make sure the scoring values are stored in the desired field
- Make sure the enrichment values are stored in the desired fields