Abstract: Systems and methods including one or more processing modules and one or more non-transitory storage modules storing computing instructions configured to run on the one or more processing modules and perform acts of: categorizing a plurality of customers based on whether or not each customer of the plurality of customers had (1) an online store transaction with a retailer, (2) an offline store transaction with the retailer, or (3) an online interaction with the retailer within a predetermined period of time; predicting, using a lifetime value (LTV) update model, a LTV for customers who did have an interaction or transaction with the retailer; predicting, using one or more LTV decay functions, the LTV for customers who did not have an interaction or transaction with the retailer; and determining an online advertisement for each customer based on the LTV for each customer.