Intent signal aggregation

Description

The pattern that combines disparate intent signals (content engagement, product activity, third-party intent feeds, sales conversations) into a single composite score the rest of the stack can decision against. Aggregation rules carry the editorial judgement: which signals count, how recency is weighted, whether velocity matters more than volume, whether account-level signals override individual-level. The signals are loud and noisy; the aggregation is where the meaning lives.

Common failure modes

• 01Weights tuned once at launch and never revisited, so the score reflects what mattered at the time of authoring rather than what's predictive now
• 02Score treated as ground truth rather than as a model output, with no acknowledgement that two recipes consuming the same score may interpret the same number differently
• 03Velocity component dominated by spikes from single high-volume sessions, producing scores that lurch on noise rather than reflecting sustained intent
• 04Aggregation runs only at threshold-crossing events, so customers whose composite score sits consistently just below threshold accumulate latent signal that never converts to action

Tools for this pattern

The capability a stack needs to run this pattern, and the vendors that provide it, on Martech Stack Builder.

• NeedsPredictive Scoring / Propensity
• RelatedLead Scoring / Routing

Recipes composing this pattern