Machine learning in CRO

We are working on a machine learning project at the moment which

1. Calculates the % probability that someone who hasn’t converted will convert – we are currently at 58% accuracy for this and it is constantly getting clever

2. Once we have got a high enough % we can then say what channel/activity/creative is best to deliver to that person to get them to convert

3. Then it is not just the next sale – it is about the next 10 sales for that individual customer to create a metric that’s a bit like LTV on steroids – We are calling this Customer Lifetime Value