A driver scoring (DS) computing device for scoring driving activity for a driver in real-time is provided. The DS computing device includes at least one processor in communication with at least one memory, the at least one processor configured to: (i) receive sensor data about a driver in a vehicle; (ii) determine, from the sensor data, a driver activity including at least a duration for the activity; (iii) calculate a score for the determined activity, wherein the score depends on at least one of a type of activity and the duration of the activity; (iv) retrieve a driver profile associated with the driver from the at least one memory, the driver profile including at least one of user input preferences and a history of payment transactions; and (v) generate at least one merchant incentive based on the score and the driver profile.