Transfer Learning: An Approach for ROI Optimization

The first step is mapping the users in our database to identify raw features that are most related to user quality. Features can be activity of users in similar apps, IAP purchase activity, etc. This data allow us to create different user segments. For example, active users can be put into active and very active user segments while spenders can be put into low, average, and high spender segments. If we want to target only very active users and high spenders, the created segments can be utilized to find audiences who share similar traits and conduct similar behaviors as the selected segments.