With IIH Nordics Machine Learning model and data consolidation in Google Cloud, Bonnier Publications has been able to link historical customer data with web data (Google Analytics 360, Facebook, Instagram, Google Ads, etc.) in Google BigQuery, where it easily can be accessed and automated across the organization. The Machine Learning model makes it possible to predict the behaviour of the users and divide them into different segments. Thus, Bonnier is now able to predict which customers will convert, and this is good prerequisites for using the marketing budget better.