Customer acquisition is the effort of garnering new customers for a business. Customers can be attracted through smart marketing strategy for customer acquisition, which may involve ad campaigns on platforms like Facebook (Meta) and Google, as well as a wide range of other customer acquisition tactics. Campaigns can be optimized to return long-term customer value and high ROAS, often using predictive analytics.
A prediction is the ultimate goal of a predictive model. In Pecan, a prediction is often tied to a specific customer. After learning from data and applying mathematical analysis, a model generates a specific numeric value representing the outcome of interest for the model builder. For example, the prediction could numerically represent the likelihood that a customer will churn or the customer’s likely lifetime value.
User acquisition (abbreviated as UA) is the process of obtaining new users for an app, software, service, or platform. User acquisition for apps and software typically involves achieving the greatest number of installs at the lowest possible cost. User acquisition managers design a user acquisition marketing strategy to guide advertising campaigns, typically involving platforms like Facebook (Meta) and Google. Campaigns can be optimized to return long-term user value and high ROAS, ideally using predictive analytics.