AI and automation
Propensity scoring
A model that gives each person or account a score for how likely they are to take an action, such as buy, book a call or cancel.
What it is
The score is learned from the past behaviour of similar people. It is used to rank audiences, set bids, or decide who gets which message.
Why it matters
For lead generation and e-commerceIt points spend and attention at the people most likely to act.
In practice
Train it on the outcome that matters, check it against new data, and use it to rank rather than to decide alone.
A common mistake
A score reflects the outcome it was trained on. Trained on clicks, it finds clickers; trained on customers, it finds people who look like customers.
All terms