Dataro Ranks and Scores

You will have noticed that some Dataro models come with two fields in the Dataro Platform or in your CRM: the 'Score' field and the 'Rank' field. 

Ranks

Ranks order your donors from most to least likely to take a particular action. So a person with Rank 1 is the most likely and rank 10,000 is the 10,000th most likely, etc.

Scores

Dataro Scores are a number on a scale from 0.0-1.0, and approximate the probability of a person taking an action. The higher the score, the higher the probability of an individual taking the associated action. So if we were trying to predict direct mail giving, a person with a score of 0.76 would have roughly a 76 percent chance of giving in the upcoming DM appeal, according to our modelling.

Scores are available for the following propensity models:

• Appeals models
• Recurring Giving models (including convert to recurring giving)

Why have ranks & scores?

Ranks and Scores provide different ways of looking at the same information.

It is possible to construct a campaign using either ranks or scores, however, we generally advise newer users to use the ranks and our suggested campaign sizes (on the homepage of the app) to build their campaigns, simply because it is easier. Ranks allow you to easily and quickly build campaigns to your desired size by targeting the top donors.

The scores are useful for calculating expected values on a per-donor-basis and can therefore be used to accurately calculate ROI curves and determine who should be included in a campaign. However, this is a significantly more complex method and we only advise this for more advanced users. Scores can also be used to automate triggers (e.g. contact a donor when their scores is X). \

Some models, like major giving , mid-level giving, and gift-in-will/legacy predictions only have ranks and no scores. This is simply because these are rarer events, meaning there isn’t enough data to produce actionable probability scores. The priority here is finding the most likely donors, which is achieved via the ranks. 

Why don’t all donors in my CRM have a rank or score?

Not every donor is eligible to be analyzed by every model. For instance, only contacts who have an active recurring gift will receive RG upgrade and churn scores.