What is the difference between “Prospects who are most likely to purchase” and “Prospects who look most like my customers”?

Prospects who are most likely to purchase are those that are outside your existing customer segments but share the attributes the model has determined are predictive of purchase.  Targeting these prospects will help you expand into new segments where you are under-penetrated.

Prospects who look most like your customers are primarily within your existing customer segments and share the strongest resemblance to them.  The model helps you further penetrate these segments by pinpointing prospects that look and behave most like them.