Lookalike Models: Convert highly engaged users to subscribers

As marketers, you often need to incentivize users to become paid subscribers. By building a Lytics Lookalike Model, you can effectively identify users who are highly engaged that have not become subscribers so you can target them with relevant offers to drive conversions.

Begin by selecting your source and target audiences, which are required inputs to build a Lytics Lookalike Model. The desired outcome for the target audience will be "subscribers." The source audience is the group of similar users from which you want to find users who are most likely to convert. You can use the Lytics prebuilt audience "Deeply Engaged Users" or build your own. Learn more about creating an effective remarketing audience that you can use as a source audience for the model.

In the Laboratory section of the Lytics UI, click Create New Model at the top right. On the configuration page, you'll select the source and target audiences that you previously defined.

By default, the Auto Tune option is turned off. If you’re not getting enough performance out of your models, try Auto Tune, which will select the default parameters for you. Select Model Training Only if you're in an exploratory phase and not ready to target users based on this model's predictions. Learn more about the configuration options in our Model Builder documentation.

Depending on the sizes of your source and target audiences, your Lookalike Model may take a few minutes up to a few hours to build. On your Model Dashboard, you'll see a "Building" status until the model is complete.

Once your model is built, view the Model Summary to determine if it's ready for use in your campaign. You must Activate a Lookalike Model before creating a Predictive Audience, which will evaluate users and write the model's prediction scores to user profiles. This process can take up to three days for large audiences.

On the summary page, click Create Predictive Audience in the Model Usage section, which will open the audience builder pre-populated with your model's predictions. The default model decision threshold of 0.5 is used, but you can adjust the decision threshold as needed to reach more users or be more accurate.

After creating an audience of highly engaged users most likely to sign up for a subscription, you may want to target this audience with free trials or discounts to help them convert to subscribers.