Driving Customer Lifetime Value with Machine Learning
The key to success for many mobile marketers is acquiring passionate customers who love the experience you provide them enough to spend their time and dollars with you. This session, presented by Sam Eisler, Mobile App Measurement Lead @ Google, focuses on why it is important to segment your users and how it ultimately ties back into your user acquisition strategy. She speaks about how industry and company play a key role in differentiating your customers and how to think about customer lifetime value in a way that is specific for your business framework. She further elaborates on why the gold standard of thinking about LTV is something that encapsulates the engagement of the users and profitability.