Goals

The ability to identify a customer’s buying stage enables brands to deploy more effective marketing strategies to drive conversions. Establishing a purchase propensity score at the customer level introduces valuable predictive power to marketing decisions.

Approach

Predict customer propensity to purchase by using BigQuery ML and AI Platform. Create, train and deploy the model in BigQuery.

Results/Answers

• There will be a binary purchase propensity score derived from a logistic regression, identifying if customers are likely or not to purchase.
• Analytics workspaces for ingestion, transformation, analysis and loading data will be established for automation.
• Higher ROI as bidding strategies can be based on the likelihood of a purchase.