Harnessing Predictive Analytics for Marketing Success

My guest on this week's episode is Eran Friendinger, the CTO and Co-Founder of Voyantis, an advertising optimization platform that calculates user-level predicted LTV in real time for targeting and conversion improvements.

The topic of our discussion is conversion optimization and customer lifetime value. Among other topics, we talk about:

• The primary pitfalls that marketing teams encounter when building LTV models?;
• How to avoid (or accommodate) the curse of dimensionality when estimating LTV;
• How VO bidding has changed since ATT and the nuances of the different platforms that marketers should consider when using VO bidding;
• Synthetic signals and whether or how they should be incorporated into an advertiser's conversion optimization process;
• The specific campaign strategies that work differently across verticals.