Abstract: A method, a system, and an article are provided for determining a value for a cohort of users of a client application. An example method includes: obtaining data for a plurality of users of a client application; developing, using the data, a first predictive model to predict a likelihood that a user of the client application will become a payer; developing, using the data, a second predictive model to predict an amount of revenue generated in the client application by the payer; providing the client application to a plurality of new users; using the first predictive model and the second predictive model to predict an amount of revenue generated by a cohort of the new users; and adjusting, based on the predicted revenue for the cohort, a method of acquiring additional users of the client application.

Abstract: A method, a system, and an article are provided for determining a lifetime value of a user of a client application. An example method includes: obtaining data including a history of interactions between a plurality of users and a client application on a plurality of respective client devices; developing, using the data, a first model to predict a likelihood that a new user of the client application will be a payer; developing, using the data, a second model to predict an amount of revenue generated by the new user of the client application; providing the client application to a plurality of new users; using the first model and the second model to predict the likelihood and the revenue for each new user in the plurality of new users; and adjusting, based on the predicted likelihood and the predicted revenue, a method of acquiring additional users of the client application.