Scoring is an evaluation method that assigns a score to a customer, prospect, or lead, reflecting the likelihood that they will respond to a marketing solicitation, belong to a specific target audience, or demonstrate a certain level of potential. This score is calculated from a variety of quantitative and qualitative data, such as sociodemographic characteristics, purchasing behavior, previous responses, or company information in a B2B context. Scoring helps optimize marketing campaigns by prioritizing and targeting individuals most likely to respond favorably, while also being applicable in the financial and insurance sectors for risk assessment. Different scoring techniques can be employed depending on the objectives, context, and available data.