‘Programmatic 101: What are user scoring and propensity modelling?’ – EConsultancy
Ben Davis says, “Essentially, user scoring and propensity modelling are the same thing and they also go by a number of other subtly different synonyms, just to make everything more confusing.
You might have heard or seen reference variously to:
- probability scoring
- best-next-action modelling
- continuous scoring algorithms
- algorithmic attribution
- lookalike modelling
- predictive analytics
- customer behaviour scoring
- propensity score matching
However you refer to it, propensity modelling is changing dramatically as machine learning is lending its weight to improving the efficiency of advertising and marketing”.
Programmatic 101: What are user scoring and propensity modelling?
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