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?

EConsultancy

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