Imagine peering into the next twelve months of your new customer and knowing exactly which products and product categories will drive the highest lifetime value. Thankfully, you don’t need a crystal ball; with Programmai, you can be your own brand’s fortune-teller.
The Predict > Customer Insights page is here.
The trouble with short-term thinking
When you base your campaign on a short-term conversion window, you risk attracting one-and-done customers with low lifetime value and return on ad spend (ROAS).
The Customer Insights page uses your first-party data to predict your customers’ predicted behaviour for up to 12 months after the first purchase and create actionable insights.
If a specific category drives a higher than average customer lifetime value (pCLV), you can afford a higher cost-per-action and justify this to the business. If you want to build a category-specific audience to improve lifetime value, simply select ‘Create audience’. It’ll take you directly to Custom Audiences.
Drill deeper into which products are likely to drive high-value customers. From here, you can export the product feed or enrich your predictive feeds across Google and Facebook; bidding more on the products that drive high customer lifetime value on Google and less for lower.
On Facebook, that means you can remove low-value products from the product-set for first-time customers, increase impression share on high customer lifetime value products and get a heads-up on the products that tend to bring in one and done customers.
How does the new Insight page work?
Once you log into the Programmai app, navigate to the Predict page and the Insights tab. From there, you’ll be able to see a breakdown of your products and categories.
To create a category-based seed audience, select the Custom objective in the audience creation workflow then choose your chosen category.
No-one knows your customers better than you do.
And now you can optimise for lifetime value from the very first product purchase.
To create a Custom Category-Based Audience, log into the Programmai app, then head to Predict > Insights and tap to start building.
We’re the predictive marketing technology that gives you an edge in the ad platforms. Build predictive audiences to make your budget go further, generate scientific uplift and segment with confidence.
Find out more about our platform here.
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