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Predictive Consumer Segmentation through Behaviors (pLTV)

Value customers, don’t count them.

A cluster of stars…

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Traditional Media: Spray & Pray Method

MEDIUMS

Print

Radio

TV

Internet

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Does behavioral segmentation help achieve sharper targeting?

Identifying audience based on behavioral data

Content Viewing Patterns

Consumption Patterns

Content Engagement

CHANNELS

Email

Push message

SMS

Social

Web

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Do we know our high value customers?

LTV

Measures cumulative value for each customer, allowing for user level measurement and optimization

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pLTV

Is the predictive LTV value or the future LTV value of a user on the basis of it’s historical data with the help of machine learning

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What if I can predict Day 30 LTV on Day 10? Won’t it help me to treat them differently?

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Deploying machine learning

First Party Data

Data Migration to Cloud

Data Cleaning & Processing

Training & Modeling

Training & Modeling

User Behavior Data

Accuracy Check

Visualization & Analysis

Personalized Media Activation

How recent did the user consumer the content?

How frequent did the user consume the content?

How much of the content was consumed?

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Technical Architecture

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Traditional Media: Spray & Pray Method

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Traditional Media: Spray & Pray Method