Scores
Identity Verification Scores
ADARA’s identity verification framework responds with two independent signals helping to understand the given identity:
Trust Score evaluates the probability that a given consumer can be trusted or whether they demonstrate risky/negative behaviors. The Trust Score ranges from 1-1000 and higher scores translate to more trustworthiness and less risk.
- ADARA evaluates anomalous behavior in a consumer’s digital activity across vendors, such as the amount and velocity of activity over time, in relation to other consumers; the amount and velocity of activity on associated digital identities over time, and the origin of digital activity by IP address.
- Consumers generally follow consistent patterns of digital behavior, including visiting similar sites, from consistent IP addresses, and operating sessions in regular time intervals. The Trust Score identifies and monitors irregularities in those patterns for a given consumer.
Confidence Score assesses how confident we can be in a given consumer by measuring both the quality or health of an identity, as well as its proximity to or availability for digital transactions. The Confidence Score was formerly known as the Digital Recognition Score (DRS) and is a wide-coverage composite score that summarizes how well recognized the digital identity of an individual is through actual observation of availability, recency, frequency, and breadth of activity across digital interactions and transactions. ADARA derives this score based on features of actual online activities observed. Each identity is scored in a range between 1 and 100, a higher score translates to a higher quality, and a good quality ID has a Confidence Score higher than 70.
Dynamic Signals Scores
ADARA offers a range of scores created by interpreting data from hundreds of data partners in our consortium, including companies in travel, real estate, finance, and more. See 2. Dynamic Signals for more information on these scores.
Traveler Value Score (TVS) serves as an easy-to-understand, single compound metric that represents the traveler’s spend potential. TVS is a composite metric that takes into account many factors of travel activity, including past travel searches and bookings, travel frequency, total travel spend, loyalty status across brands, etcetera. The score ranges from 0 to 800, with three general tiers: Basic (range: 0 to 299), Mid-Tier (range: 300 to 600), and Elite (range: 601 to 800). A higher score signals a greater anticipated level of spend, and a higher lifetime value. See Traveler Value Score (TVS) for more details about travelers likely to be in these tiers.
Max Traveler Value Score is a longer-term longitudinal version of the Traveler Value Score, representing a customer’s highest TVS value over the past six months. Range and tiers are the same as TVS,
Any Travel Intent Score evaluates how likely a consumer is to travel in the future, based on their past online travel-related activity in the past two months. This score assesses a probability of whether the consumer intends to travel in the near future and is modeled based on a large number of features that indicate interest in travel. The score ranges from 1 to 100, where a score of 100 indicates near-certain upcoming travel.
Total US Travel Intent Score, similar to the Any Travel Intent Score, evaluates the likelihood that a consumer will travel domestically in the United States in the near future. The score ranges from 1 to 100, where a score of 100 indicates near-certain upcoming travel.
Trip Browsing Index Score indicates the breadth and amount of activity a consumer engages in before booking. This composite score shows if a given user tends to browse more options or less than the average shopper when showing intent for a trip purchase.
Hotel Consideration Breadth score indicates how much a user considers multiple brands or tends to book with a single provider of accommodations when making a hotel purchase for any given trip. Based on a consumer's past online behaviors, this score assesses the amount of consideration consumers give to hotel brands, as well as their willingness and availability to change what hotel brand they book when traveling. The score ranges from 1 to 100 and higher indicate higher willingness and availability for a traveler to change brands.
Experience Value Score (EVS)
Experience is a composite metric, like ADARA's TVS, that assesses a customer’s potential value based on their behaviors with respect to events and experiences, including dining, concerts, sports, and arts and leisure. The score evaluates how driven by experiences a given consumer was in the past 12 months, and how much they are willing to spend for those experiences. EVS spans a range from 1-100 scale, with a high score indicates an experience seeker with high spending on experiences and high value, similar to TVS. EVS scores do tend to fall into tiers based on types of activity:- 0 to 20: Leisure travelers only, ranked by recency
- 21 to 40: Open Table or Evite users, 1 partner
- 41 to 60: LN users, mostly 1 partner, higher max price and more recent cookies with higher scores
- 61 to 80: generally 2 partners
- 81 to 100: top tier, 2-3 partners, multiple events per category, and leisure travel
Home Purchase Intent Score is a single compound metric to assess which consumers are qualified, in-market for a home, and engaged with real estate professionals to buy or sell a property and model the probability that a consumer will purchase a home in the future in the next 3 months, 3-6 months, or 6-12 months. Scores range from 1 to 100, where a score of 100 indicates near-certainty that a consumer will purchase a home within the indicated time horizon.
Refinance Intent Score assesses a range or real estate data, including whether homeowners have refinanced recently, and models how likely homeowners are to refinance their home in the near future. ADARA scores consumers from 1-100, where 100 indicates that they are highly likely to refinance in the near future.