Offer Scoring Model

A practical example

Example: the model assigns a demo request a large positive weight, a pricing page guide a moderate weight, and a newsletter signup a minimal weight, with weights decaying if the same lead repeats the same low-intent action.

What to evaluate before investing

• Can scoring rules be conditioned on the specific offer or asset accepted, not just any form fill?
• Does the platform support score decay or deduplication for repeated identical actions?
• Is there a shared, documented weight table that sales and marketing both signed off on?

Limitations and tradeoffs

The tradeoff is calibration: weights encode judgment, not proof, and stale weights can quietly over- or under-prioritize leads until the model is recalibrated against actual outcomes.