Value based bidding: Using customer propensity modelling


Value based bidding: Using customer propensity modelling

27 Sep 2023
Data, Analytics & Personalisation Theatre

When a customer clicks on your PPC ad it’s not until some time in the future that you learn the value of that click/customer. Whether you have long buying cycles (ex: cars/houses) or huge repeat purchases, you’ll know much more about the value of a customer in three months, six months or a year’s time than you know now. You can’t afford to wait that long before you make marketing optimisation decisions though. What’s the solution then? Predict it! Predict at a user level and feed that into your Google Ads (or other marketing platforms) in a timely and constant feedback loop that reflects the true value of your customers. Find out how to:

•     Leverage your first party data for customer propensity modelling

•     Utilise the user level predictions effectively in the context of Google Ads to drive increased ROAS

•     The road to propensity modelling and VBB, as well as what comes next

Antonio Lima, Principal Data Analyst - Cazoo
View all Conference Programme 2023
  • "Technology for Marketing is superior because of the quality and vetted range of visitors. We're definitely coming next year, we have already signed..."
    Event Manager, Dot Digital
  • "We come to Technology for Marketing to grow our presence into the UK from Europe. We have had very good conversations - hope to join next year"
    Content Marketer, Deployteq
  • "We came to Technology for Marketing to expose our brand in front of UK retailers, and introduce new AI focused products and services. We are most likely to attend again based on the result."
    VP Marketing, Insider
  • "A good mix of job titles with senior marketing teams - will definitely join next year."
    Product Marketing Manager, Upland
  • "We have been sponsors for three years. It is one of our best forming tradeshows and a no brainer. I really love the way its runs. Sarah Tully is a joy to work with. It is the right type of people that we are trying to meet. Absolutely will join next year."
    Events Manager, Klaviyo


We couldn't run the event without the support of our fantastic sponsors


and our amazing media partners




Sign up for the Technology for Marketing newsletter to keep up to date with industry news featuring interviews and content by our industry-leading speakers.

Subscribe here