How can I use a target group from All Account segment profile to create a Buying Propensity Score?

[janellebotha33]

Hello Experts,

We are working on the Latest released SAP Marketing Cloud system. I would like to create a Buying Propensity Score with a Training set that uses a target group with Accounts (not contacts or consumers). The issue is that the Target groups created from this Segmentation profile is not even showing up in the Training Set search list.

Our ERP system tracks the purchases on the account level and not contact level. Currently, we are only getting one response when we create a BP score. Therefore we are hoping that will get a higher response rate if we the system checks this on the Account level.

Any suggestions as to what we can do? I have looked at the extensibility guide in regards to this, but we would like to keep this as simple as possible.

Kind Regards,

Janelle

[BACKESSI]

Hi Janelle, Please close the question - use the Best answer button - if Carsten's answer helps. Best regards, Silvia Backes

[carsten_heuer1]

Hello Janelle,

the standard shipment of SAP Marketing Cloud contains the "Consumer Buying Propensity" score. This pre-defined score really only works on contact-level and therefore you are not able to select a training set containing accounts. This would not function and it is therefore intended that target groups from segmentation profile on account-level are not selectable.

If you want to realize your use case, you have two options. First option is to calculate an Account Buying Propensity score outside of Marketing Cloud and load the score values using the Score API. The second option is to create your own a Custom Predictive Scenario within Marketing Cloud, which would require to model the Predictive Data Source on HANA as graphical calculation view. This is an extensibility case. As you have already seen from the extensibility guide yourself, it is not so easy to achieve and requires some effort and expertise.

Best Regards

Carsten