The RFIS Scoring Model

RFIS is BIGDBM's behavioral signal scoring framework. It measures how recently, how often, and how intensely a consumer has shown intent, combining them into a single Strength score that surfaces the highest-quality in-market audiences.

Recency

• Recency
• Frequency
• Intensity

→ Strength

Each behavioral signal in BIGDBM's data is tagged with three individual metrics: Recency, Frequency, and Intensity, combined into a single Strength score. Higher positive Strength values indicate consumers who are actively in-market right now. Negative values indicate suppression or disqualification signals.

ℹ️ All three input signals (R, F, and I) are measured over a rolling 24-hour window refreshed daily. Recency is expressed in whole days, where today = 1 (never zero, to prevent division-by-zero in the Strength formula).

Association Types

RFIS scores are not computed in isolation; they are calculated for specific pairings between identity signals. Each association type tells you something different: intent category interest, household linkage, device linkage, or the full cross-device graph. Every pairing gets its own independent R, F, I, and S values.

Identifier key

• HEM: Hashed Email

  • SHA-256 or MD5 of an email address
  • The anchor identity in BIGDBM's graph. Every association is rooted to a HEM, a privacy-safe, irreversible hash of a consumer's email that can be matched against advertiser CRM data without exposing the raw address.

• IAB: IAB Category

  • Interactive Advertising Bureau taxonomy
  • A standardised intent/interest category from the IAB Content Taxonomy (e.g. Automotive > Sedans, Home & Garden > Gardening).

• IP: IP Address

  • IPv4 / IPv6 network address
  • The household or network identifier. An IP address links a consumer to a physical location or organisation.

• MAID: Mobile Ad ID

  • Apple IDFA / Google GAID
  • A device-level identifier for mobile attribution and targeting.

The four pairings

1. HEM ⇄ IAB Intent Signal
   Links a consumer identity to a specific intent category. This is the primary association for building in-market audiences.

2. HEM ⇄ IP Household Signal
   Links a consumer to a household or network location.

3. HEM ⇄ MAID Device Signal
   Links a consumer's email identity to a mobile device.

4. HEM ⇄ MAID ⇄ IP Full Graph Signal
   The richest association: a three-way linkage between a consumer's email, their mobile device, and a household IP address.

Each association type produces its own independent set of RFIS values.

Recency

Recency is the number of days since the consumer signal was last observed. It answers the question: "How fresh is this intent?"
If the signal was observed today → Recency = 1

If the signal was last observed N days ago → Recency = N

Frequency

Frequency is a directional multiplier that determines whether the signal represents positive intent or a negative / suppression signal. It is always either +1 or -1.

Frequency = +1 (Positive signal)
Frequency = −1 (Negative / suppression signal)

Intensity

Intensity is the raw count of signal appearances within the last 24 hours, measured at 30-minute intervals. It captures how deeply engaged or how persistently active a consumer is within a category.

30-minute sampling window

Higher Intensity = stronger raw signal

Strength Score

Strength is the final computed score: a single number that combines all three signals into a prioritizable, sortable value that answers: "How likely is this consumer to convert right now, and in which direction?"

Formula

Strength = Intensity ÷ (Recency × Frequency)

Strength classifications:

• Positive Strength (e.g. +8.0): Consumer is actively in-market.
• Low positive Strength (e.g. +0.1 → +1.0): Signal exists but is fading.
• Negative Strength (e.g. −2.0): Suppression signal.

Worked Examples

Recommended thresholds for targeting:

• Use Strength ≥ +1.0 for broad in-market audiences.
• Adjust based on your vertical's typical purchase cycle length.