4. Active API Dynamic Signals

The following table itemizes the dynamic signals that ADARA caches to make them available to the ADARA API. These signals do not include custom signals for brands, markets, etc.

Each row lists:

  • Signal Name

  • Signal Code Equivalent

  • Type

  • Range.

Signal Name /Definition

Signal Code

Type

Range

Trust Score: measures the risk profile of an identity based on historical patterns of digital behavior including IP and session consistency, as well as confirmed transaction data.

UUS_TRS_1

float

1-100

Confidence Score: measures how prevalent an identity us across ADARA’s data ecosystem__through actual observation of activity, recency, and availability across digital interactions and transactions.

UUS_PV_2

float

1-100

Traveler Value Score (TVS): assesses a customer’s potential value as a traveler, based upon past travel bookings, and measures for travel frequency, total travel spend, loyalty status and much more seen across the ADARA consortium.

UUS_TVS_1

float

100-800

Max Traveler Value Score: a composite of the maximum TVS score for a digital identity over the past 90 days.

UUS_MTVS_1

float

1-100

Any Travel Intent: evaluates the likelihood of someone travelling anywhere in the world in the near future.

UUS_VPAY_1

float

1-100

Total US Travel Intent: evaluates the likelihood of someone travelling in the US in the near future.

UUS_VPUS_1

float

1-100

Trip Browsing Index - a composite index of the breadth and amount of browsing a user engages in prior to booking (does a user browse more options or less options than the average shopper wen showing intent for a trip purchase?).

UUS_TBI_1

float

1-100

Hotel Consideration Breadth - Searchers: evaluates how much someone considers multiple brands or tends to book with a single provider of accommodations when making a hotel purchase for any given trip.

HUS_CBS_1

float

1-100

Experience Value Score (EVS): assesses a customer’s potential value based on their dining, concert, arts and leisure behaviors (how driven by experiences the consumer is to deliver specific programs or personalize to their level of engagement with the experience economy?).

UUS_EXPS_1

float

1-100

Home Purchase Intent: evaluates the likelihood of someone purchasing a new home in the next 3 months, 3-6 months, or 6-12 months.

UUS_HPI_1

string

4 options:

  • '0-3'

  • '3-6'

  • '6-12'

  • 'NONE'

Refinance Intent: assesses how likely homeowners are to refinance their home in the near future.

UUS_REF_1

float

1-100


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4. Active API Dynamic Signals