In this episode Brad Redding talks about the concept of Propensity Scoring -- what it is, how these models are built, the benefits to improving marketing ROI for brands, and a few real life examples. You already see flavors of this in your marketing tools today -- like Klaviyo's expected next order date on user profiles. Expect to see more of this in 2024.

-----
We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization.
-----

Links Referenced:

Elevar Changelog

Checkout Extensibility Thank You Page Setup

Infotrust Webinar w/Google

Consent Mode v2 Setup

-----

And if you're new to Elevar, Elevar automates server-side conversion tracking for Shopify. Check us out!

-----

Previous episodes you might like:

100K/spend day myths with Nigel Thomas

Signal Loss -- what it is and how it impacts marketers

Deep dive with Simo Ahava on intersection of technical marketers

Client vs server-side cookies and server-side tracking 101

How to double conversion rate in 100 days with Ben Zettler

How to blend attribution + conversion tracking + data warehousing for insights with Austin Harrison from Northbeam

Propensity Scoring 101 -- What It Is, Examples of Audience Activation, and What Data Goes Into Building These Models