In this talk, it’ll be showcased how Berge & Meer develops a conversion probability for each session and uses it to increase marketing efficiency. More precisely, it highlighted how Berge & Meer – together with Digitl – created a predictive model on top of Google Analytics data and applied it to several campaigns within Google Ads and SearchAds360 to increase overall revenue performance. The talk will be structured along the well-known cross-industry process for data mining to take the audiences through each step from initial business challenges to data preparation, data enrichment, audience creation and data activation. Thereby, the presenters share several learnings within each step as well as give insights into the underlying cloud & data infrastructure in an hands-on demo. The presentation concludes with a summary of practical insights and challenges as well as its impact on marketing efficiency.