1. Apparatus comprising at least one computer-readable storage medium having stored thereon computer-executable instructions that, when loaded into a processor and executed, cause the processor to: receive at least one representation of at least one instance of activity involving at least one user in interacting with an online service; analyze the representation of the user activity; compute a score for the user based on the user activity, wherein the score indicates one of a plurality of server systems to which the user is to be routed to obtain online services; and store the score as associated with the user.