Case Study: Carrefour achieves 45% more new customers with Making Science's predictive LTV model

Carrefour boosts new customer acquisition by 45% with Making Science

Carrefour Spain, the Spanish subsidiary of the global retail group, faced the challenge of acquiring new, high-value customers online. For their prospecting campaigns, they struggled to leverage Lifetime Value (LTV) signals in Google's DV360 platform, as this data was not available for new customers. To address this, they partnered with the vendor Making Science.

Making Science developed a bespoke machine learning model to predict the LTV of newly acquired customers. They then implemented a custom bidding algorithm in DV360 that used these predictive LTV signals. After a six-month A/B test, Carrefour saw a 45% increase in new customer acquisition, a 34% reduction in customer acquisition costs, and a 50% increase in LTV return on ad spend for new customers.

Carrefour