Goals

Performance analysis by analyzing the status of the segment where users pass from the segment they’re in within the specified time. With this analysis, the performance of the investments can be followed and the advertisements shown to the masses can be followed and interpreted.

Approach

Scoring the user's segment, which is the result of analyzes such as RFM or cluster analysis, by comparing it with other segments using BigQuery.

Results/Answers

• Why some customers defect and others remain loyal?
• How to allocate the marketing budget to get more customers moving up in our rankings than there are customers moving down?
• Which ad improved the segment of users who saw it?
• What types of advertisements do users tend to churn?
• Is there a common pattern in the actions of customers moving up ?