HHLab, the Hamburg based research and development unit of NOZ and mhn Media focuses among other things on the development and application of machine learning, IoT, and interactive storytelling to traditional publishing business. Together with Trakken Web Services – as HHLabs digital analytics partner – HHLab has developed a subscription probability prediction model to predict the likelihood of a user conversion to a paid long-lasting monthly subscription after a free 30 days trial period. With the aim of addressing their most valuable clients, HHlab is working on a process, to manage their marketing budgets more efficiently by using the model predictions. In this use-case presentation, the speaker will introduce all project steps from idea generation, data wrangling, modelling, usage of Google Cloud services in production to activation and future projects.