Predictive marketing explained – why it matters

Summary

The role of user acquisition (UA) managers has evolved with challenges in optimizing campaigns and measuring user quality. They use BI tools and third-party tech to balance cost per user against LTV, but often rely on intuition due to data gaps. Campaigns target user cohorts via ad networks or platforms like Facebook, with attributes like budget and bid price.

Performance is measured through KPIs like engagement and revenue. Key challenge is the delay in LTV estimation, requiring 7-14 days of clean data for insights, causing potential money loss. Predictive analytics offers a solution by correlating early user behavior with long-term LTV using deep learning, but requires vast data and computing resources, limiting accessibility.

AppsFlyer leverages its unique position to provide unbiased predictive insights in minimal time.