Account Propensity Model
Dual propensity scoring system assigning Base Fit (long-term ICP fit) and 3-Month (short-term conversion likelihood) scores to every account.
Daily
Scoring Frequency
4 Tiers
Priority Buckets
The Problem
Sales and marketing teams worked with large account lists without systematic prioritization, dispersing effort across accounts with low conversion probability.
What Was Built
Built two components: (1) Base Fit Propensity — XGBoost Classifier on firmographic features (industry, company size, region, existing customer flag) for long-term ICP fit. (2) 3-Month Propensity — XGBoost Classifier with engagement, funnel stage, activity, journey, and temporal features for short-term conversion likelihood. Feature selection via Feature Importance, Chi-squared test, ANOVA F-test. Heuristic fallback using historical conversion rates for low-data customers.
Business Impact
Enabled High/Medium/Low/Deprioritize bucket assignment for systematic, daily account prioritization across enterprise B2B SaaS customers.
Tech Stack
Domain Tags
Details
- Role
- Primary Owner
- Status
- Production
- Tier
- Tier 1
- Period
- Apr 2022 – Dec 2024
- Employment
- ADA Asia