Hi,
I can understand that automatic translation wouldn't help!
And the question shouldn't say "type," it should say "channel."
You can figure out that a scoring program best fits the Operational channel using 2 methods:
- Direct reasoning.
- Scoring doesn't directly involve marketing tasks (doesn't send emails/SMS/direct mail) even if it does take into account previous marketing responses.
- Scoring doesn't have to be triggered; it can be based on a complex set of of disparate end user actions/attributes, processed via a scheduled batch. Because it might take into account form fillouts and event attendance, it isn't tied to either one.
- Membership in a scoring program must not be considered in program success/ROI, and it doesn't involve costs. This is perhaps the most important factor.
- Taken together, the above means scoring is closer to Operational than the other options. (However, my personal opinion is there should be a sub-channel like Operational » Scoring because it is different from purely Operational tasks like data cleansing.)
- Process of elimination.
- Scoring can involve both forms and events, so it isn't a "Web Form" or "Event."
- And "Smart Program" isn't a well-known program channel.
- So it has to be "Operational" if those are the choices. 🙂
