Definition
Using data science to predict which users are most likely to take a desired action—basically treating humans like a statistical model and hoping they cooperate.
Example Usage
Our propensity model identified 100,000 users with an 8% likelihood of purchasing, which we targeted with a special offer.
Origin
Statistical modeling adapted from credit scoring into marketing analytics in the 2010s.
Fun Fact
Machine learning propensity models can be 30-50% more accurate than human prediction, but they need continuous retraining to stay relevant.
Source: Marketing Data Science and Machine Learning
Related Terms
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See “Propensity Modeling” in Corporate Speak, Gen-Z Slang, Pirate Speak, and more.
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