Systems and methods including one or more processing modules and one or more non-transitory storage modules storing computing instructions configured to run on the one or more processing modules and perform acts of determining a lifetime value (LTV) for customers of a retailer, segmenting the customers into customer states based upon one or more purchases made by each customer at the retailer within a predetermined period of time, determining a first average LTV for customers in a first customer state and a second average LTV for customers in a second customer state lower than the first average LTV, coordinating a first display of a first online advertisement for customers in the first LTV to transition the customers from the first customer state to the second customer state, and coordinating a second display of a second online advertisement for customers in the second state.