1. A method for determining a user profile from online activity, said method comprising: storing a plurality of models at an entity, wherein a model defines a plurality of parameters for determining a user profile score; receiving, at said entity, at least one user event information, wherein said user event information comprises on-line activity between said user and said entity; selecting a model to generate a user profile score; and generating at least one user profile score in a category by applying said parameters from said model selected to said user event information.