Engagement scores

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seanberto's picture
Posted by seanberto on March 14, 2011 at 2:49pm

At the DrupalCon Chicago RedHen BOF we discussed the importance of incorporating "engagement scores" in the CRM - particularly when leveraging the CRM for nonprofit and e-advocacy campaigns.

Below are some initial thoughts from Jeremy John at EchoDitto:

All,

Existing engagement score modules like Userpoints make pretty deep assumptions that the objects being acted upon are Drupal users.

So, we have a choice. Either patch Userpoints to allow for interaction with Contacts, or allow the integration of Contacts with Users, that is, map Contact to User.

This deep User-centric assumption will likely be the case with any random contrib module that would integrate with Drupal users.

While I think that Contacts should be possible to keep separate from users, we will get the most bang for the buck by allowing a fairly deep association with Users. If we play nicely with Drupal users, then we'll be able to utilize the power of any random contrib module that interacts with the User object.

So my vote, in this case, is that we create an option to integrate Contacts with Users such that we get the power of contrib modules. Then we get Userpoints (and many, many other things) for free.

What would this association look like? Also, are you all around today? I'll be around the Sheraton this afternoon.

Peace,
Jeremy

Personally, I think that integrating engagement scores with Contacts (keyed on email address) might provide more power. We really shouldn't have to choose, as RedHen will ultimately (er, someday not in the too too distant future...) integrate Drupal users with contacts.

Also, not sure about leveraging the User points module vs. rolling our own tool. I think that we want to do more than what's captured in User points. And we'll probably want to use our own hooks for creating new types of interactions that can be "scored".

Rules integration has also been discussed - so that site builders can come up with their own algorithms for scoring specific interactions.

Comments

Userpoints

Posted by glass.dimly on March 14, 2011 at 3:58pm
glass.dimly's picture

Yep, I think we can just key on email address, and create a set of options which will enable or disable this key.

Userpoints already has a whole ecosystem around it: http://drupal.org/project/userpoints_contrib, and includes Rules integration. It probably would not be practical to duplicate that functionality in a timely way.

Hopefully by providing Drupal user integrations early RedHen can leverage existing solutions and provide an immediate utility to the community, promoting adoption, then think about rewriting significant contrib modules when the userbase is greater.

Migrating some documentation from my internal notes:

Posted by seanberto on April 13, 2011 at 11:04pm
seanberto's picture

Activities

  • This is the crux of making the CRM a First Class citizen of Drupal.
  • Event registrations, payments, donations, etc. should all be their own modules.
  • An activity can be created to track a stand-alone "transaction" with or between the primary entities.
  • Or, an activity can be created via a call to a hook when other modules (event registrations, donations, etc.) create content, etc.

Rules Integration

  • It would be really slick if Rules could be used to base Drupal user permissions on activities and relationships.
  • Examples:
    • Drupal user's individual contact record is associate with a specific organization, therefore that user gets such and such permissions on the site.
    • Drupal user's individual contact record is associate with $500 worth of activities (donations and product purchases), therefore user gets such and such permissions.

The Case for a robust Activities API

  • Whether is a Drupal hook or an external-facing API we could do some pretty incredible things with a robust "activities" tool.
  • Examples:
    • Drupal contrib modules can be written to extend the CRM. As long as their transactions create "Activity" records, we can capture interactions with contacts in the CRM.
    • MailChimp integration:
      • Anytime someone signs up for a newsletter (even anonymously) check contacts on email address, write sign-up to activity log.
    • Potential Twitter Integration Module:
      • Enter the twitter handle of a contact.
      • Setup some default hashtags or Twitter account names.
      • Poll Twitter, any time that the contact mentions one of these hashtags or accounts, write an "activity" record.
    • Webform submissions:
      • On submit, check to see if submission associated with a contact (via email address match), write an activity record.
    • Content creation:
      • Turn on tracking of content creation in the activity log per content type.

RedHen CRM

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