Made with Intent Glossary

The Intent Performance Score allows you to understand the overall performance of your site from an intent perspective, made up of the predictive metrics we provide. The score, out of 100, tells you how well your site is able to move customers through the following four phases:

The Intent Phases are a linear 4-phase journey derived from the MWI AI engine. They enable a deeper level of personalisation by combining business objectives with shopper intent. Each phase can be directly targeted with experiences and marketing, and monitored for performance, which in-turn contribute to your total intent performance score.

The phases, and their explanations, are;

Within each phase, the MWI platform also buckets visitors into a 'Behavioural State' dependant on their actions on site and how they are moving through the phase. These states can be used to target users with effective personalisation

In eCommerce, customer intent can be defined as the specific goal or purpose a potential customer has when interacting with a website. It's the reason behind a customer's visit, their actions and what they ultimately want to achieve. At Made with Intent, we collect a number of predictive metrics around intent. More information can be found here
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When we talk about a customer journeys, we are referring to a specific customer’s sequence of events on your website. We group these together to define a timespan for which a user remains targeted towards the same purchase goal. Currently, this journey either ends with purchase or after 14 days of inactivity. However, this can be configured on a per client basis, so can be lengthened if you typically have longer buying periods.
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Expected Metrics are the model-predicted metrics of an existing target variable, such as conversion. Represented by a probability score between 0 and 1, they are how we help retailers understand customer intent and predict performance rather than just report on results.
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xC (or Expected Conversion) is our trademarked measure of a user’s probability to make a purchase within the following two weeks of any interaction. Customers moving into medium or high intent is based on them hitting certain percentiles.
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xR (or Expected Return) is our measure of a user’s probability to return to site, once having left, within the following two weeks of any visit.
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xATB/ATC (or Expected Add to Bag/Add to Cart) is our measure of a user’s probability to add an item to the bag within their journey.
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xE (or Expected Exit) is our measure of a user’s probability to exit the site during their session.
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xP (or Expected Progression) is our measure of a user’s probability to progress through their buying journey.
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The buying stages are our 6 stage eCommerce customer journey framework designed to capture the most relevant motivations and anxieties typically experienced throughout the buying process. More information on them can be found here
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Momentum is a score between -100 and 100 which serves to indicate direction for all our intent metrics over time (xC, xATB, xE, xR, xP). For example a continuous increase in xC would result in a positive Momentum score, whereas a continuous decrease in xC would be negative.
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The purpose of the Momentum score is to provide an early signal for changes in the user's intent to purchase and allow for mitigating experiences to help the user before they abandon.
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Momentum can be categorised as:

50 = Very Positive

25 = Positive

-25 to 25 = Steady

< -25 = Negative

< -50 = Very Negative

Segments are the user groups defined by the matching criteria available with Made with Intent. We have a Made with Intent segmentation framework that corresponds to our Intent Performance Score, Phases and States. However, you are also able to build custom segments based on the data points we collect. More information can be found here