We want to be able to identify and update records based on the actions that result in a Lead becoming Marketing Qualified. In order to do this, we need to know which actions (behavioural or record attribute) a contact has performed which have resulted in the Lead Score changing. Having this data would enable us to prove and report on which actions turn a Lead to Marketing Qualified and invest more time and effort into those actions in order to create more Leads/Opportunities.

This could come in the form of a table that records: the Lead, the previous Lead Score, the new Lead Score, the Lead Score change, the action that resulted in the Lead Score change, and the timestamp that the action occurred (if the change is a record attribute, it could also provide a lookup to that record).

In the current design:

• the Audit History for a Lead Score can track how it has changed, but it can't tell which action was performed that resulted in the change.
• the Insights and Scores tabs of the Entity Scoring Model only record the current state of the Lead Scores, not the history of actions which have been performed.
• the Insights tab for a Contact records their interactions, but it doesn't identify how the Lead Score has changed as a result of those actions.

Having access to this detail would enable us to drive greater business return from the actions which we know potential customers respond to most commonly..