Hundreds of companies now score customers.
Some, like Iovation, Kount and Riskified, focus on niche areas like fraud detection, while such companies as Kustomer score you more broadly to determine your purchasing power and your general frame of mind.
Retail Equation’s algorithms tell Best Buy and Sephora whether to accept or reject a product you’ve purchased from them online. Zeta Global scores you based on how much money you’re likely to spend, while MaxMind scores you based on your location in the real world.
Collectively, these companies are mining thousands of your unique data points, including how many times you open apps on your phone, which devices you use, where you spend time, what kinds of food you order for delivery and insights from messages you’ve sent to Uber drivers and Airbnb hosts.
This trend is part of our section on Scoring. Other trends in this section include:
Accountants, Advertising/Public Relations/Marketing, Airlines, Auditors, Banking, Biosciences, Broadcasters, Radio and TV, Cable & Satellite TV Production & Distribution, Casinos/Gambling, Civil Servants/Public Officials, Clergy & Religious Organizations, Commercial TV & Radio Stations, Corporate Boards & Directors, Covid-19/ coronavirus, CPG, Cruise Ships & Lines, Defense, Diplomacy, Doctors & Other Health Professionals, Drug Manufacturers, Education Colleges & Universities, Education K-12, Education Online, Entertainment Industry, Finance, Fitness Companies, Foreign & Defense Policy, Government - International, Government - National, Government - State and Local, Health Professionals, Hospitality, Hotels/Motels/Tourism, Information Technology, Infrastructure, Insurance, Law Enforcement, Lawyers/Law Firms/Legal Industry, Luxury Retail, Magazines, National Security, News Media, Non-profits/Foundations/Philanthropists, Online Media, Pharmaceuticals/Health Products, Professional Services, Professional Sports, Radio/TV Stations, Real Estate, Retail, Technology Company, Telecommunications, Trade Associations, Travel Industry, TV Production, TV/Movies/Music, Urban Planning, Work (Future of)