---
title: "What are the different models?"
slug: "what-are-the-different-models"
updated: 2025-11-05T01:57:32Z
published: 2025-11-05T01:57:32Z
canonical: "help.madkudu.com/what-are-the-different-models"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://help.madkudu.com/llms.txt
> Use this file to discover all available pages before exploring further.

# What are the different models?

**Note:** Are you more of a visual learner? [Head this way for our video!](/v1/docs/video-what-are-your-different-models)

### **Overview**

Predictive scoring models in HG Insights can help route and prioritize either people (**leads & contacts**) or companies (**accounts**).

HG Insights offers 2 main categories of scoring models:

- the**Customer Fit** model
  - helps answer "who is this person?", "is the company they work for a good fit?"
- the **Likelihood to Buy** model (Behavioral)
  - helps answers "how are they using our product?", "what actions are most correlated to conversion?", "is now a good time to reach out?"

The third category of prediction models, the **Lead Grade,**is simply a combination of the two others.

[![](https://downloads.intercomcdn.com/i/o/118745285/39966845efa50f6af6d4f230/Screen+Shot+2019-05-02+at+11.11.04+AM.png)](https://downloads.intercomcdn.com/i/o/118745285/39966845efa50f6af6d4f230/Screen+Shot+2019-05-02+at+11.11.04+AM.png)

### **The Customer Fit model (demographic)**

Uses firmographic and demographic data — which allows you to check whether or not a lead or account matches your******ideal customer profile** (Who is this lead? Does this lead look qualified?). Because the model uses firmographic and demographic data as input, the scores will not change much over time.

### **The Likelihood to buy model (behavioral)**

Utilizes your behavioral data (in-app usage, website activity, marketing campaigns, etc.) to measure **engagement of the lead or account** (What has this lead been doing recently? Has the lead tried to engage with you?). Because the input of the model uses behavioral data, the scores are [recomputed several times throughout the day](https://help.madkudu.com/docs/how-long-does-it-take-to-score-a-lead). The behavioral score is all about timing.

### **The Lead Grade**

Combines both Customer Fit and the Behavioral components. It enables you to identify the leads that are **the most qualified and the most engaged**. Because the Lead Grade has a behavioral component, it is also recomputed several times a day. Learn more about lead grades [here](https://help.madkudu.com/docs/lead-grade-scoring).

*Note: HG Insights does not support nor offer an "****Account Grade****"*