Goals

Provides the predictive power to create and deliver personalized messaging and on-site experiences to the right user at the right time, through Google Optimize and Google Marketing Platform.

Approach

Extract datasets from BigQuery and format for modeling. Analyze the data by creating a model to answer the question. Share and activate results through GMP or other platforms.

Results/Answers

After training the model and predicting each client LTV, solution also facilitate the upload of the predictions back to Google Analytics so it can be used as targeting strategies on campaigns across Google Ads and DV360.

Apply a lifetime value propensity score, either an integer amount or a category (high, med, low) to each record at the customer level.

• Evaluate all available data at the record level to determine which of the metrics will be a good fit for determining lifetime value.
• Use of the lifetime value propensity score for activation strategies.
• Increase revenue by optimizing to high value customers.