# Propensity Modeling ## What Is It Propensity Agent enables media teams to build predictive models without code, using historical data to score and segment users by likelihood to take action. It supports advertising use cases such as churn prevention, retention, and conversion—producing performance-ready audiences for immediate activation. ## How It Works **Step 1: Launch a Predictive Workflow**\ Select from pre-built modeling workflows—like churn, retention, or loyalty—to get started without setup or code. **Step 2: Define Model Parameters**\ Choose your dataset, set the target behavior and thresholds, and customize inputs based on the modeling goal. **Step 3: Preview & Run the Model**\ Review the modeling logic, selected features, and performance preview. Then run the model instantly—no technical expertise required. **Step 4: Review Results & Insights**\ See what’s driving user behavior with transparent outputs and SHAP-based explainability. Adjust confidence thresholds to refine segments. **Step 5: Activate Segments**\ Propensity Agent scores your audience and auto-generates targetable segments—ready to use in downstream workflows or platforms. --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://docs.akkio.com/akkio-help-center/navigating-the-platform/projects-workflows-and-tools/propensity-modeling.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.