Adaptive real time modeling and scoring

1. An adaptive real time modeling and scoring system for generating predictive scoring models, the system comprising:

one or more processors; and

a memory coupled to the one or more processors which stores processor-executable instructions which, when executed by the one or more processors, cause the one or more processors to:

generate multiple predictive scoring models;

identify a consolidated trigger for a combination of the multiple predictive scoring models;

evaluate the multiple predictive scoring models based on a heuristic to select an optimal predictive scoring model;

determine, based on the consolidated trigger, that the optimal predictive scoring model is ready for a refresh;

transform user-selectable system input data comprising elements of a plurality of consumer profiles including one or more of a plurality of email traffic, display traffic and social media traffic;

identify a change in the system input data and refresh the predictive scoring model based on the identified change in system input data, the refreshed predictive scoring model for calculating new lead scores indicating a probability that the new leads will make a purchase; and

use the refreshed predictive scoring model to recommend new pricing and strategies for display media bidding.

2. The system of claim 1 , wherein the processor-executable instructions, when executed, further cause the one or more processors to receive an input defining a consumer profile of an existing target consumer and, based on the received consumer profile, generate a look-alike audience comprising potential target consumers replicating at least in part aspects of the consumer profile.

3. The system of claim 2 , wherein the processor-executable instructions, when executed, further cause the one or more processors to receive user selections relating to at least some aspects of the consumer profile with an interactive user interface.

4. The system of claim 3 , wherein the processor-executable instructions, when executed, further cause the one or more processors to receive a selection of a degree of replication accuracy or population size of the look-alike audience with a consumer element of the interactive user interface.

5. The system of claim 3 , wherein the received consumer profile is based at least in part on the user-selectable system input data.

6. The system of claim 1 , wherein the trigger is a forced trigger.

7. The system of claim 1 , wherein the trigger is an automated trigger that is based on analysis of historical data and new data that reveals a new relationship between different variables that did not exist previously.

8. The system of claim 1 , wherein the processor-executable instructions, when executed, further cause the one or more processors to use the refreshed predictive scoring model to optimize the purchase of a marketing media.

9. A method for performing adaptive real time modeling and scoring, the method comprising, at least:

generating multiple predictive scoring models;

identifying a consolidated trigger for a combination of the multiple predictive scoring models;

evaluating the multiple predictive scoring models based on a heuristic to select an optimal predictive scoring model;

determining, based on the consolidated trigger, that the optimal predictive scoring model is ready for a refresh;

transforming user-selectable system input data comprising elements of a plurality of consumer profiles including one or more of a plurality of email traffic, display traffic and social media traffic;

identifying a change in the system input data and refreshing the predictive scoring model based on the identified change in system input data, the refreshed predictive scoring model for calculating new lead scores indicating a probability that the new leads will make a purchase; and

using the refreshed predictive scoring model to recommend new pricing and strategies for display media bidding.

10. The method of claim 9 , further comprising receiving an input defining a consumer profile of an existing target consumer and, based on the received consumer profile, generating a look-alike audience comprising potential target consumers replicating at least in part aspects of the consumer profile.

11. The method of claim 10 , further comprising providing a look-alike audience creator, the look-alike audience creator including an interactive user interface for receiving user selections relating to at least some aspects of the consumer profile.

12. The method of claim 11 , further comprising using the interactive user interface to receive a selection of a degree of replication accuracy or population size of the look-alike audience.

13. The method of claim 12 , wherein the received consumer profile is based at least in part on the user-selectable system input data.

14. The method of claim 9 , further comprising using the refreshed predictive scoring model to optimize the purchase of a marketing media.

15. A machine-readable medium comprising instructions which, when read by a machine, cause the machine to perform operations comprising, at least:

generating multiple predictive scoring models;

identifying a consolidated trigger for a combination of the multiple predictive scoring models;

evaluating the multiple predictive scoring models based on a heuristic to select an optimal predictive scoring model;

determining, based on the consolidated trigger, that the optimal predictive scoring model is ready for a refresh;

transforming user-selectable system input data comprising elements of a plurality of consumer profiles including one or more of a plurality of email traffic, display traffic and social media traffic;

identifying a change in the system input data and refreshing the predictive scoring model based on the identified change in system input data, the refreshed predictive scoring model for calculating new lead scores indicating a probability that the new leads will make a purchase; and

using the refreshed predictive scoring model to recommend new pricing and strategies for display media bidding.

16. The system of claim 1 , wherein the refreshed predictive scoring model includes a look-alike audience that may produce a range of look-alike segments having one or more predefined attributes or behaviors.

17. The system of claim 1 , wherein the processor-executable instructions, when executed, further cause the one or more processors to:

determine an equation including multiple predictive factors weighted by an importance of each predictive factor in predicting a likelihood of a lead to convert; and

change at least one weight of a predictive factor to adapt the refreshed predictive scoring model to include a quality classification for a publisher.

18. The method of claim 9 , wherein the refreshed predictive model includes a look-alike audience that may produce a range of look-alike segments having one or more predefined attributes or behaviors.

19. The method of claim 9 , further comprising determining an equation including multiple predictive factors weighted by an importance of each predictive factor in predicting a likelihood of a lead to convert; and

changing at least one weight of a predictive factor to adapt the refreshed predictive scoring model to include a quality classification for a publisher.

20. The medium of claim 15 , wherein the refreshed predictive scoring model includes a look-alike audience that may produce a range of look-alike segments having one or more predefined attributes or behaviors.