As brands expand their usage of machine learning for customer acquisition and engagement, there are two essential concepts that stakeholders should understand: propensity and probability. In this workshop, we’ll dive into the core differences between these concepts and explore how they can impact decision-making and campaign performance.
Join Directors of Accounts Alex Noyes and Nick Haggerty, as well as Director of Marketing, Perry McDermott and Senior Data Scientist, Thibault Dody as they discuss real applications for probability scores.
From this workshop, you'll learn:
- What’s the difference between a raw propensity score and predicted probability?
- How can predicted probabilities improve engagement & retention strategies?
- When should probability be used over raw scores for different channels and targeting strategies?