Playnomics launches Acquisition Value Predictor to predict new customer lifetime value

Image via Playnomics

Predictive analytics company Playnomics has today announced the open beta launch of its Acquisition Value Predictor, aimed at allowing marketers to predict the lifetime value of new customers within 75 percent in only a few days.

The predictor’s closed beta showed that the 5 percent of users predicted to be the most valuable by the tool accounted for 75 percent of all revenue in the first 45 days. The AVP works to help marketers find those high-value consumers and target them with additional advertising campaigns to maximize their overall return-on-investment.

“Accurately forecasting mobile, in-app user behavior is the most valuable insight a marketer can have at their disposal,” said Chethan Ramachandran, CEO of Playnomics, in a company statement.

“Early results show our AVP tool predicts the lifetime value of installs with over 75% accuracy by marketing channel, either paid, referral or organic sources. It’s a huge leap forward in optimizing campaign spend and attribution for user acquisition managers.”

The AVP utilizes Playnomics’ machine learning technology, which continually collects and analyzes user behavior and then scores users based on their value.

The company’s Churn Predictor was released in August, and predicts the number of days before a player (or group of players) will stop using an app, giving developers and marketers a chance to target those specific groups with a user engagement strategy to keep them around.

All developers can now join the open beta for the AVP on Playnomics’ website.