From Interest to Action: Assign Interest Scores to Your Website Visitors with This Model!

Capture Website Behavior with Dynamics 365 Customer Insights-Data

Collecting website behavior is an essential first step toward understanding customer interests, but raw activity alone does not provide a complete picture. For instance, a person who briefly visits a page once is treated identically to someone who reviews the same page multiple times.

To track visitor behavior, we leverage the web tracking features of Microsoft Dynamics 365 Customer Insights-Data. Placing a tracking script on your website allows you to record individual page views, clicks, and other interactions. This script also helps identify visitors using unique identifiers, such as an email address or customer ID. While raw behavioral data stored in Dataverse (the foundational data layer of Microsoft Dynamics 365) provides a strong foundation, it does not offer deep insights into true customer intent on its own.

Data Engineering via Microsoft Fabric

To leverage this behavioral data more effectively, we utilize Microsoft Fabric as a centralized data platform. Microsoft Fabric enables organizations to load, transform, analyze, and report on data within a single unified environment.

Within Fabric, we integrate two primary data sources:

1. Website behavior stored in Dataverse tables, which becomes seamlessly accessible in Microsoft Fabric using the Dataverse shortcut (Link your Dataverse environment to Microsoft Fabric and unlock deep insights).

2. CMS data containing an overview of all website URLs mapped to their corresponding areas of interest. This file can be imported directly, for example, as an Excel document.

In this architecture, the CMS acts as a translation framework, grouping web pages by shared interests or commercial relevance. Using this input, the Interest Scoring Engine calculates an interest score per individual by combining visitor behavior with the content classification of visited pages, resulting in a refined interest profile. These scores are stored in an enriched table: Interest Scored Profiles (see Figure 1). The Interest Scored Profiles can then be shared directly with tools such as Customer Insights-Data and Dynamics 365 Sales, ensuring both marketing and sales teams gain actionable visibility into genuine customer intent.

The Intouch365 Interest Scoring Engine

In the previous section, we explored how the architecture is set up. The next question is: How do we measure visitor interest, and how do we score it? We calculate an Interest Score per website visitor using a tailored RFT model based on three key factors: Recency, Frequency, and Time. This model is comparable to an RFM (Recency, Frequency, Monetary) framework, which focuses on transactional purchasing behavior. By contrast, the RFT model evaluates pre-purchase behavior, enabling organizations to gain clear insights into the intent of both new and existing customers.

• Review (R): How recent was the website visit? Recent behavior strongly indicates current intent: a visitor who explored product-related pages last week displays higher engagement than someone who visited a month ago.
• Frequency (F): How often does someone visit pages linked to a specific area of interest? A user who visits a product page ten times demonstrates a significantly higher level of engagement than someone who visits only once or twice.
• Time (T): How much time does a visitor spend on a page? A user who leaves after a few seconds is likely less interested than someone who engages with the content for several minutes. This parameter also allows the scoring model to filter out accidental visits or superficial browsing.

From Interest to Action

Once website visitors receive intent-based scores, the next key question emerges: How do we activate these leads and deliver the right content at the right time?

Thanks to the seamless integration of the Microsoft Fabric scoring model with Customer Insights-Data, you can segment audiences effectively and deliver personalized content through the optimal channel.

If you are a B2B organization using Dynamics 365 Sales or another Dynamics application, these interest scores can be displayed in real time directly on the contact card. This gives sales representatives immediate visibility into what a prospect is interested in, enabling tailored, high-impact conversations.

Client-Specific Customization

As noted earlier, the RFT model can be fully customized to your organization’s specific requirements. We collaborate with you to evaluate key parameters and fine-tune scoring logic so it aligns perfectly with your customer data and commercial objectives.