Systems and methods for determining customer state transitions for growth of customer lifetime values

1. A system comprising:

one or more processors; and

one or more non-transitory storage devices storing computing instructions configured to run on the one or more processors and perform:

determining, for each respective customer of a plurality of customers, a respective lifetime value (LTV) for a retailer using a two-stage machine learning LTV prediction algorithm;

segmenting each respective customer into one or more customer states based upon one or more respective purchases made by each respective customer of the plurality of customers at the retailer within a predetermined period of time such that:

one or more first customers of the plurality of customers are segmented into a first customer state of the one or more customer states; and

one or more second customers of the plurality of customers are segmented into a second customer state of the one or more customer states;

determining a first average LTV for the one or more first customers and a second average LTV for the one or more second customers, wherein the first average LTV is a lower number than the second average LTV;

coordinating displaying a first online advertisement for the one or more first customers on an offsite advertisement carousel displayed on an offsite webpage that is not affiliated with a website of the retailer, the first online advertisement configured to transition the one or more first customers from the first customer state to the second customer state; and

coordinating displaying a second online advertisement for the one or more second customers.

2. The system of claim 1 , wherein the one or more non-transitory storage devices storing the computing instructions are further configured to run on the one or more processors and perform:

allocating marketing resources to transition the one or more first customers from the first customer state to the second customer state.

3. The system of claim 1 , wherein the one or more non-transitory storage devices storing the computing instructions are further configured to run on the one or more processors and perform:

recording computer identification information for the one or more first customers and the one or more second customers when the one or more first customers and the one or more second customers visit the website of the retailer.

4. The system of claim 3 , wherein:

coordinating displaying the first online advertisement comprises:

coordinating displaying, using the computer identification information for the one or more first customers, the first online advertisement for the one or more first customers on the offsite advertisement carousel displayed on the offsite webpage that is not affiliated with the website of the retailer when the one or more first customers visit the offsite webpage; and

coordinating displaying the second online advertisement comprises:

coordinating displaying, using the computer identification information for the one or more second customers, the second online advertisement for the one or more second customers on the offsite advertisement carousel displayed on the offsite webpage when the one or more second customers visit the offsite webpage.

5. The system of claim 3 , wherein:

coordinating displaying the first online advertisement comprises:

coordinating displaying, using the computer identification information for the one or more first customers, the first online advertisement for the one or more first customers on an onsite advertisement carousel on the website of the retailer when the one or more first customers visit the website of the retailer; and

coordinating displaying the second online advertisement comprises:

coordinating displaying, using the computer identification information for the one or more second customers, the second online advertisement for the one or more second customers on the onsite advertisement carousel on the website of the retailer when the one or more second customers visit the website of the retailer.

6. The system of claim 1 , wherein:

coordinating displaying the first online advertisement comprises:

coordinating displaying the first online advertisement for the one or more first customers in a first email sent to the one or more first customers; and

coordinating displaying the second online advertisement comprises:

coordinating displaying the second online advertisement for the one or more second customers in a second email sent to the one or more second customers.

7. The system of claim 1 , wherein:

the one or more customer states comprise:

a prospect customer state, wherein a respective customer of the plurality of customers has made no purchases with the retailer;

a new customer state, wherein a respective customer of the plurality of customers has made one purchase with the retailer within the predetermined period of time and no purchases with the retailer before the predetermined period of time;

a repeat customer state, wherein a respective customer of the plurality of customers has made two or more purchases with the retailer within the predetermined period of time;

an inactive customer state, wherein a respective customer of the plurality of customers has made no purchases with the retailer within the predetermined period of time and one or more purchases with the retailer before the predetermined period of time; and

an active customer state, wherein a respective customer of the plurality of customers has made one purchase with the retailer within the predetermined period of time and one or more purchases with the retailer before the predetermined period of time;

the first customer state comprises at least one of the prospect customer state, the new customer state, or the inactive customer state; and

the second customer state comprises at least one of the repeat customer state or the active customer state.

8. The system of claim 1 , wherein:

the one or more customer states comprise:

a consumable prospect customer state, wherein a respective customer of the plurality of customers has made no consumable product purchases with the retailer;

a new consumable customer state, wherein a respective customer of the plurality of customers has made one consumable product purchase with the retailer within the predetermined period of time and no consumable product purchases with the retailer before the predetermined period of time;

a repeat consumable customer state, wherein a respective customer of the plurality of customers has made two or more consumable product purchases with the retailer within the predetermined period of time;

an inactive consumable customer state, wherein a respective customer of the plurality of customers has made no consumable product purchases with the retailer within the predetermined period of time and one or more consumable product purchases with the retailer before the predetermined period of time; and

an active consumable customer state wherein, a respective customer of the plurality of customers has made one consumable product purchase with the retailer within the predetermined period of time and one or more consumable product purchases with the retailer before the predetermined period of time;

the first customer state comprises at least one of the consumable prospect customer state, the new consumable customer state, or the inactive consumable customer state; and

the second customer state comprises at least one of the repeat consumable customer state or the active consumable customer state.

9. The system of claim 1 , wherein:

the one or more customer states comprise:

a durable prospect customer state, wherein a respective customer of the plurality of customers has made no durable product purchases with the retailer;

a new durable prospect customer state, wherein a respective customer of the plurality of customers has made one durable product purchase with the retailer within the predetermined period of time and no durable product purchases with the retailer before the predetermined period of time;

a repeat durable prospect customer state, wherein a respective customer of the plurality of customers has made two or more durable product purchases with the retailer within the predetermined period of time;

an inactive durable prospect customer state, wherein a respective customer of the plurality of customers has made no durable product purchases with the retailer within the predetermined period of time and one or more durable product purchases with the retailer before the predetermined period of time; and

an active durable prospect customer state, wherein a respective customer of the plurality of customers has made one durable product purchase with the retailer within the predetermined period of time and one or more durable product purchases with the retailer before the predetermined period of time;

 the first customer state comprises at least one of the durable prospect customer state, the new durable prospect customer state, or the inactive durable prospect customer state; and

 the second customer state comprises at least one of the repeat durable prospect customer state or the active durable prospect customer state.

10. A method comprising:

determining, for each respective customer of a plurality of customers, a respective lifetime value (LTV) for a retailer using a two-stage machine learning LTV prediction algorithm;

segmenting each respective customer into one or more customer states based upon one or more respective purchases made by each respective customer of the plurality of customers at the retailer within a predetermined period of time such that:

one or more first customers of the plurality of customers are segmented into a first customer state of the one or more customer states; and

one or more second customers of the plurality of customers are segmented into a second customer state of the one or more customer states;

determining a first average LTV for the one or more first customers and a second average LTV for the one or more second customers, wherein the first average LTV is a lower number than the second average LTV;

coordinating displaying a first online advertisement for the one or more first customers on an offsite advertisement carousel displayed on an offsite webpage that is not affiliated with a website of the retailer, the first online advertisement configured to transition the one or more first customers from the first customer state to the second customer state; and

coordinating displaying a second online advertisement for the one or more second customers.

11. The method of claim 10 , further comprising allocating marketing resources to transition the one or more first customers from the first customer state to the second customer state.

12. The method of claim 10 , further comprising recording computer identification information for the one or more first customers and the one or more second customers when the one or more first customers and the one or more second customers visit the website of the retailer.

13. The method of claim 12 , wherein:

coordinating displaying the first online advertisement on the advertisement carousel comprises:

coordinating displaying, using the computer identification information for the one or more first customers, the first online advertisement for the one or more first customers on the offsite advertisement carousel displayed on the offsite webpage that is not affiliated with the website of the retailer when the one or more first customers visit the offsite webpage; and

coordinating displaying the second online advertisement comprises:

coordinating displaying, using the computer identification information for the one or more second customers, the second online advertisement for the one or more second customers on the offsite advertisement carousel displayed on the offsite webpage when the one or more second customers visit the offsite webpage.

14. The method of claim 12 , wherein:

coordinating displaying the first online advertisement comprises:

coordinating displaying, using the computer identification information for the one or more first customers, the first online advertisement for the one or more first customers on an onsite advertisement carousel on the website of the retailer when the one or more first customers visit the website of the retailer; and

coordinating displaying the second online advertisement comprises:

coordinating displaying, using the computer identification information for the one or more second customers, the second online advertisement for the one or more second customers on the onsite advertisement carousel on the website of the retailer when the one or more second customers visit the website of the retailer.

15. The method of claim 10 , wherein:

coordinating displaying the first online advertisement comprises:

coordinating displaying the first online advertisement for the one or more first customers in a first email sent to the one or more first customers; and

coordinating displaying the second online advertisement comprises:

coordinating displaying the second online advertisement for the one or more second customers in a second email sent to the one or more second customers.

16. The method of claim 10 , wherein:

the one or more customer states comprise:

a prospect customer state, wherein a respective customer of the plurality of customers has made no purchases with the retailer;

a new customer state, wherein a respective customer of the plurality of customers has made one purchase with the retailer within the predetermined period of time and no purchases with the retailer before the predetermined period of time;

a repeat customer state, wherein a respective customer of the plurality of customers has made two or more purchases with the retailer within the predetermined period of time;

an inactive customer state, wherein a respective customer of the plurality of customers has made no purchases with the retailer within the predetermined period of time and one or more purchases with the retailer before the predetermined period of time; and

an active customer state, wherein a respective customer of the plurality of customers has made one purchase with the retailer within the predetermined period of time and one or more purchases with the retailer before the predetermined period of time;

the first customer state comprises at least one of the prospect customer state, the new customer state, or the inactive customer state; and

the second customer state comprises at least one of the repeat customer state or the active customer state.

17. The method of claim 10 , wherein:

the one or more customer states comprise:

a consumable prospect customer state, wherein a respective customer of the plurality of customers has made no consumable product purchases with the retailer;

a new consumable customer state, wherein a respective customer of the plurality of customers has made one consumable product purchase with the retailer within the predetermined period of time and no consumable product purchases with the retailer before the predetermined period of time;

a repeat consumable customer state, wherein a respective customer of the plurality of customers has made two or more consumable product purchases with the retailer within the predetermined period of time;

an inactive consumable customer state, wherein a respective customer of the plurality of customers has made no consumable product purchases with the retailer within the predetermined period of time and one or more consumable product purchases with the retailer before the predetermined period of time; and

an active consumable customer state, wherein a respective customer of the plurality of customers has made one consumable product purchase with the retailer within the predetermined period of time and one or more consumable product purchases with the retailer before the predetermined period of time;

the first customer state comprises at least one of the consumable prospect customer state, the new consumable customer state, or the inactive consumable customer state; and

the second customer state comprises at least one of the repeat consumable customer state or the active consumable customer state.

18. The method of claim 10 , wherein:

the one or more customer states comprise:

a durable prospect customer state, wherein a respective customer of the plurality of customers has made no durable product purchases with the retailer;

a new durable prospect customer state, wherein a respective customer of the plurality of customers has made one durable product purchase with the retailer within the predetermined period of time and no durable product purchases with the retailer before the predetermined period of time;

a repeat durable prospect customer state, wherein a respective customer of the plurality of customers has made two or more durable product purchases with the retailer within the predetermined period of time;

an inactive durable prospect customer state, wherein a respective customer of the plurality of customers has made no durable product purchases with the retailer within the predetermined period of time and one or more durable product purchases with the retailer before the predetermined period of time; and

an active durable prospect customer state, wherein a respective customer of the plurality of customers has made one durable product purchase with the retailer within the predetermined period of time and one or more durable product purchases with the retailer before the predetermined period of time;

the first customer state comprises at least one of the durable prospect customer state, the new durable prospect customer state, or the inactive durable prospect customer state; and

the second customer state comprises at least one of the repeat durable prospect customer state or the active durable prospect customer state.