Case Study
4x sales lift2
Cascade Platinum Plus (P&G)
Predictive Precision Targeting transforms customer acquisition
71%
Higher projected 12-month value1
94%
Accuracy1
2.3x
Conversion rate1
Following the successful pilot, P&G expanded Predictive Precision Targeting across additional brands, establishing a repeatable approach for identifying high-potential buyers and informing future joint business planning.
The challenge
Not every new buyer delivers the same long-term value.
Most campaigns optimize for immediate conversions, but brands also need to understand which newly acquired buyers will continue to drive value after the campaign ends. P&G wanted a smarter way to identify high-potential buyers and better understand their long-term value.
The strategy
CTV and Predictive Precision Targeting worked together to improve customer acquisition.
Smarter Audience Selection
Rather than targeting broad audience groups, Predictive Precision Targeting identified the members most likely to become new Cascade Platinum Plus buyers.
Reach Members at Scale
CTV and Online Video campaigns reached those high-potential audiences with relevant messaging, helping P&G efficiently acquire new buyers.
Predict & Validate Long-Term Value
After acquisition, the model predicted each buyer's 12-month value, then tracked actual spending to validate those predictions over time.
"This could revolutionize our joint planning and be the foundation for future JBPs."
Jody Johnson, Vice President Sam's Club Team, Procter & Gamble
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