Behavioral scoring assigns scores based on an individual’s actions. On the internet, it often relies on browsing behavior on one or more websites. In email marketing, it considers user actions in response to received emails, such as opens and clicks. At the website level, behavioral scoring evaluates visit history or a specific visit to generate a score. For a network of websites, it analyzes all actions (searches, pages viewed, etc.) using network cookies, which are used particularly for targeted advertising. Outside of digital marketing, behavioral scoring is based on purchasing behavior in physical stores or with regard to a service (banking, telephony, etc.). This score can be global to assess interest in an offer or segmented by areas of interest to define profiles. In a B2B context, a visitor who consults customer testimonials or pricing will have a higher interest score than someone who simply browses general product description pages.