How Artefacts Capture and Return Data
From visitor interaction to CRM intelligence — every artefact is a data instrument
What It Is
Artefacts are not just content — they are data collection instruments. Every artefact captures interaction data relevant to its specific type. An assessment captures answers, scores, and result tiers. A calculator captures input values, calculated outputs, and thresholds crossed. A dashboard tracks tabs viewed, time spent, and filters applied. A game records choices, scores, and levels reached.
This data does not sit in isolation. When a visitor who is an identified contact completes the artefact, three things happen:
1. The interaction data is enriched into the contact’s profile data — becoming part of the AI-to-AI intelligence layer that SI reads for personalization
2. An engagement signal is logged — recording the artefact interaction as a positive intent indicator
3. A natural-language completion summary is generated — a brief for the sales team describing what the contact did and what it reveals about their interests
The result: a single artefact interaction can tell you more about a prospect’s situation, challenges, and readiness than a dozen email opens.
Why It Matters
Most marketing content is one-directional. You publish a blog post, a prospect reads it, and you know they visited the page — but nothing about what they found relevant, what they were thinking, or how it relates to their specific situation.
Artefacts are bidirectional. The visitor gets value (a score, a calculation, a plan, a recommendation). You get intelligence (their inputs, their results, their gaps, their priorities).
Consider the difference in what SI learns from each:
- Blog post visit → SI knows: "Visited a post about lead nurturing"
- Artefact completion → SI knows: "Completed the Business Readiness Scorecard. Scored 4/10 on follow-up consistency, 8/10 on content creation, 2/10 on lead tracking. Primary gap: no systematic follow-up process. Currently spending $500/month on 3 disconnected tools."
The artefact gives SI specific, actionable intelligence. The next email SI writes to this contact can reference their follow-up consistency gap and the cost of their current tool stack — because the artefact captured that data directly from the contact.
How It Works
What Gets Captured
Each artefact defines its own data capture based on what is relevant to the experience:
- Assessment/Scorecard — Individual answers, calculated scores per dimension, overall score, result tier, identified gaps, recommended actions
- Calculator — Input values (income, expenses, current costs), calculated outputs (savings, projections, ROI), thresholds crossed (e.g., qualifies for premium tier)
- Planner/Guide — Selections made, priorities chosen, timeline commitments, sections completed
- Dashboard — Tabs viewed, time per section, filters applied, items explored
- Game/Challenge — Choices made, score achieved, level reached, completion status
The data structure adapts to each artefact — there is no fixed schema. A mortgage calculator captures different data than a content readiness assessment.
Tracking Metrics
Three metrics are tracked for every artefact:
- Interactions — Total unique visitors who opened the artefact
- Completions — Visitors who reached the defined completion point
- Completion Rate — Completions ÷ Interactions × 100
These are visible in the artefact detail drawer on the My Artefacts page.
Visitor Identification
Artefact links can include a `contact_id` parameter that identifies the visitor as a known CRM contact. When shared by SI in an email or micro-conversation, this parameter is included automatically — so the contact is identified from the first interaction.
For visitors who arrive without a contact ID (e.g., from a website embed), a visitor tracking cookie is used. If the visitor later fills out a form or is otherwise identified, the artefact interaction data can be linked to their contact record.
Data Flow on Completion
When a known contact completes an artefact:
1. Profile enrichment — All captured data is added to the contact’s profile data as a structured record. SI reads this on its next processing pass.
2. Engagement signal — An `artefact_engagement` signal is logged against the contact. This feeds into the engagement scoring system and may affect the contact’s score, trend, and SI recommendation.
3. Completion summary — A natural-language summary is generated describing what the contact did and revealed. Example: "User completed the Tool Sprawl Cost Calculator. Currently paying $850/month across 5 tools. Projected consolidation savings: $6,200/year. Highest pain: manual data transfer between CRM and email platform."
This summary becomes part of the contact’s context that SI and your sales team can reference.
Examples
A prospect completes an AI Automation Readiness Assessment
The artefact asks 10 questions about current workflows, tool usage, team size, and automation experience. The contact scores 3/10 on automation readiness, with gaps in follow-up processes and content creation. This data flows to their profile. The next time SI engages this contact, it references their specific readiness gaps — not generic automation benefits. The sales team sees the completion summary before their next call.
SI shares a Tool Sprawl Cost Calculator with a prospect via email
SI selects the artefact from Curated Resources because the contact’s profile shows they use 4+ disconnected tools. The email includes a link with the contact’s ID. The prospect clicks, enters their current tool costs ($850/month), and sees projected savings from consolidation. On completion, the $850/month figure and the specific tools they listed become profile data. SI’s next touchpoint references the exact savings figure rather than generic cost-reduction claims.
A website visitor completes a Neighbourhood Comparison Tool embedded on a realtor’s site
The visitor is not yet a known contact. Their interaction is tracked via visitor cookie. When they later fill out a contact form on the site, their visitor ID is resolved to a contact ID. The neighbourhood comparison data — which areas they compared, which one scored higher, what criteria mattered most to them — retroactively appears in their contact profile. SI now knows their property preferences before a single conversation has happened.
