A brand calculates value at the time of conversion based on propensity and churn signals. Which value-centric category does this fall under?

This falls under the Predictive value-centric category because the brand is using signals (propensity and churn) to forecast the future value of a conversion. Predictive models analyze historical data and current signals to estimate future outcomes, such as customer lifetime value or the likelihood of future purchases. Proxy value would involve using an indirect measure as a stand-in for true value. Manual value would imply a human-assigned, non-data-driven value. Actual value refers to the concrete, realized revenue or profit from a conversion, not a forecasted amount based on signals.