Question 1

What is propensity modeling?

Accepted Answer

Propensity modeling predicts the likelihood that a specific customer or prospect will take an action, such as converting, upgrading, or churning, based on patterns in their behavior and history. ELIYA builds these models from your own data rather than generic industry benchmarks.

Question 2

What is look-alike modeling, and how is it different from a platform’s built-in look-alike audiences?

Accepted Answer

Look-alike modeling identifies new prospects who resemble a set of existing customers. Most ad platforms offer a version of this built from whoever converted in the past, using their own black-box signals. ELIYA’s version is seeded specifically from your highest-value, highest-retention customers, and the model can be activated across channels rather than locked inside one platform.

Question 3

How does this connect to Customer Lifetime Value & Retention Modeling?

Accepted Answer

Where a CLV and retention model already exists, propensity and look-alike scores are weighted by predicted long-term value, not just likelihood to convert. That means audiences are built around customers likely to be valuable over time, not just customers likely to convert once.

Question 4

Can look-alike audiences be used across any channel, or just one platform?

Accepted Answer

The underlying model isn’t tied to a single platform, so the resulting audiences and scores can inform targeting across paid social, paid search, and other channels, rather than being confined to whichever platform built them.

Question 5

Do I need CLV modeling first before I can use this?

Accepted Answer

No, propensity and look-alike models can be built from customer and behavioral data alone. Having CLV and retention output available makes the models more precise, since scores can be weighted by predicted value rather than conversion likelihood only.

Question 6

What data do I need to get started?

Accepted Answer

Typically customer-level behavioral and conversion history, and CLV or retention output where it exists. ELIYA’s Data Hub handles connecting and unifying this data across your CRM, media platforms, and other sources.

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Why Platform Look-alike Audiences Optimize for the Wrong Thing

Platform tools are black boxes built on their own signals

Targeting Built on Your Own Measured Value

From Customer Data to an Activatable Audience

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Predictive Scoring, Connected to Your Customer Data