Customer demand for personalized experiences, faster decision-making needs, decreasing customer loyalty and ubiquitous competition – online retailers are under pressure to leverage their customer insights on many fronts. Will customers buy the offered products or services? Will they buy again? Are they going to churn? Are we making fast decisions based on semi-automated analytics insights? This case study will show how customer segments and complex conversion predictions can be calculated using the power of the Google Cloud Platform. Further, it will showcase how these advanced analytics results can be used within the GMP to drive up the return on marketing investments.

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