OmniValue is a lifetime value (LTV) modeling solution that combines customer data from CRMs, publishers, and data partners to cohort customers based on their attributes like demographics and behaviors. This provides a more granular view of customer LTV than only using CRM data. OmniValue then dynamically adjusts media optimization and bidding strategies for each cohort based on their historic LTV. This drives higher profits by not overpaying for low value customers and acquiring more high value customers.

1. San Francisco | New York1.877.AMPUSH.1 www.ampush.com
OmniValue:
LTV Modeling Solution
Alpha: Version 1.0
• An average user approach to LTV looks at all
customers to determine the average customer’s
value, and uses that to inform CPA goals.
• However, this approach is skewed because people
have different:
• Propensities to purchase different products
• Purchase patterns over time
• With a single CPA target, we end up over-paying
for low-value customers, breaking even on
mid-value customers, and not acquiring enough
high-value customers.
• CRM data provides a limited set of attributes to
cohort customers against.
√ OmniValue combines data from CRM, publishers,
and data partners to cohort customer LTV across all
attributes (i.e. age, gender, interests, behaviors,
and device).
√ With more granular cohorts, OmniValue can
dynamically adjust the media optimization and
bidding strategy per cohort
√ Individualized bidding strategy per LTV cohort
drives higher profit per cohort
Use Cases
√ Audience segmentation: Create goals per targeting
segment based on historic LTVs
√ Product prioritization: Understand which product(s)
historically drive high value customers
√ Re-Engagement: Prioritize customers to re-engage,
and understand the value of re-engaged purchasers
AVERAGE USER LTV PROBLEM
OmniValue SOLUTION
CRM Data Partners Publishers Lifetime Value
+ + =
CRM Data Partners Publishers Lifetime Value
+ + =
0.3M
$350
LTV
1.3M
$90 LTV
3M
$75 LTV
$33M
PROFIT
Varying LTV Tiers Singular Bid Net Yield
$90
CPA
0.3M
$350
LTV
1.2M
$90 LTV
3M
$75 LTV
$112M
PROFIT
Varying
LTV Tiers
Calibrated Bids
Per Tier
Increased
Net Yield
$180
CPA
$80
CPA
$70
CPA
0.00%
50.00%
100.00%
150.00%
200.00%
250.00%
0 20 40 60 80 100 120
ROAS
Days Since Firest Purchase
One Time Purchaser Repeat Customer (4+) Repeat Customer (2-3) Historical LTV (aggregate)