Scoring Agencies Are On the Rise

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Scoring Agencies Are On the Rise

Hundreds of companies now score customers.

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.