Propensity Score

Propensity Scores from Equifax provides the propensity for individuals to take a new product within 6 months of scoring and has been developed to improve product targeting and channel segmentation while creating cross-sell and balance transfer programmes.

Business campaigns that don’t use the propensity scores for customer targeting incur high calling costs, as 100% of the customers are called for the new product. Using the propensity score from Equifax, the propensity to take a new product is estimated for all customers prior to calling.