Intelligence
MRI Engine
Marketing Readiness Index — score every contact, every signal, every moment.
MRI (Marketing Readiness Index) is BorakDesk's contact-scoring engine. It evaluates every contact across four dimensions — Engagement, Intent, Affinity, Lifetime Value — using your own signals, and surfaces a single score that drives segmentation, automation, and prioritization across every campaign.
4
scoring dimensions for every contact
<5s
avg score recalculation latency on signal
34%
lift in conversion when targeting by MRI threshold
What you get
Every mri engine capability you'd expect — and several you wouldn't.
Four-dimensional scoring
Engagement (recent activity), Intent (buying signals), Affinity (brand alignment), Lifetime Value (predicted revenue).
Auto-tuned to your business
No manual rules. The MRI Engine learns from your actual outcomes which signals predict conversions in YOUR data.
Real-time recalculation
Every email open, SMS reply, page view, purchase updates the MRI score in seconds — not nightly batch.
Segment + automate by MRI
Use MRI thresholds as segment filters. "Send to anyone with Intent > 75 and last-purchase > 90 days."
Explainability
Click any contact to see exactly which signals drove their score, with confidence rankings.
Churn rescue
When MRI scores drop below a threshold, automation kicks in to rescue the relationship.
BorakDesk vs the alternative
How MRI Engine is different on BorakDesk.
BorakDesk
Auto-tuned four-dimensional score updated in real time, with explainability
The alternative
A "lead score" you have to hand-build from rules
FAQ
Common questions about MRI Engine.
Do I need to configure scoring rules?
No — MRI auto-tunes from your outcomes. It learns which behaviors predict purchase in YOUR business. You can override or weight specific signals if needed.
How is MRI different from lead scoring?
Lead scoring is a single number from rules you write. MRI is four scores (Engagement, Intent, Affinity, LTV) auto-tuned from outcomes — and recalculated in real time.
Can I use MRI in segments?
Yes — it's a first-class field in every contact record. Build segments like "Intent > 75 AND Engagement > 50" with one click.
See MRI Engine in action.
14-day free trial. No credit card. Solution engineer walks you through it.