Propensity Model
01 Definition
Propensity Model meaning: A statistical model that scores how likely a person is to take a specific action.
A propensity model estimates the probability that a person will take a defined action, such as buying, clicking, or subscribing. It learns patterns from past data and assigns each individual a score. Marketers use these scores to prioritize audiences, though a score reflects likelihood, not a guaranteed outcome.
Also called
Why it matters
How Propensity Model fits the work
Propensity scores let teams rank an audience by likelihood to act, so budget and outreach focus on the people most worth reaching first.
In context
A purchase propensity model scored the email list, and sending the offer to the top 25 percent lifted the campaign's conversion rate noticeably.
Practical note
Scores depend on the data and definition used to train the model and can drift as behavior changes. Retrain periodically and confirm the predicted action matches the business goal.