Visit scoring involves assigning a score to each visit to a website, based on criteria such as visit duration, the number and type of pages viewed, and actions taken (downloads, newsletter subscriptions, etc.). This method allows for a more precise evaluation of the quality of website traffic. In certain situations, particularly in B2B, visit scoring can be used to identify visitors to re-engage. In B2B marketing, visitor scoring is generally integrated into a broader strategy. A concrete example of the application of visitor scoring, based on advanced data analysis, is its use in the insurance sector to predict conversion rates.