Propensity Modelling History

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Propensity modeling dates back to 1983 (and its logical extension, uplift modeling, to 1999), but it’s only in the last few years that machine learning has unlocked its potential. In fact, today most companies with a good data science team and access to the right tools can create comprehensive models on their own (although they rarely include the kind of feedback loop that’s necessary for continuous improvement since that’s usually the product of engineering). And, even if your company lacks that expertise, you probably have access to basic propensity models through your existing CRM and marketing automation platforms.