diff --git a/user_video_metrics/ds__user_video_metrics.py b/user_video_metrics/ds__user_video_metrics.py
index bffb338..6aafa45 100644
--- a/user_video_metrics/ds__user_video_metrics.py
+++ b/user_video_metrics/ds__user_video_metrics.py
@@ -27,82 +27,107 @@ def check_table_exists():
 
 def create_initial_query():
     return """
-    CREATE OR REPLACE TABLE `hot-or-not-feed-intelligence.yral_ds.user_video_metrics` AS
-    SELECT
-        user_id,
-        AVG(CASE WHEN liked THEN 1 ELSE 0 END) AS user_like_avg,
-        STDDEV(CASE WHEN liked THEN 1 ELSE 0 END) AS user_like_stddev,
-        SUM(CASE WHEN liked THEN 1 ELSE 0 END) AS total_likes,
-        AVG(CASE WHEN shared THEN 1 ELSE 0 END) AS user_share_avg,
-        STDDEV(CASE WHEN shared THEN 1 ELSE 0 END) AS user_share_stddev,
-        SUM(CASE WHEN shared THEN 1 ELSE 0 END) AS total_shares,
-        AVG(mean_percentage_watched) AS user_watch_percentage_avg,
-        STDDEV(mean_percentage_watched) AS user_watch_percentage_stddev,
-        COUNT(mean_percentage_watched) AS total_watches,
-        MAX(last_watched_timestamp) AS last_update_timestamp
-      FROM
-        `hot-or-not-feed-intelligence.yral_ds.userVideoRelation`
-      GROUP BY user_id;
+CREATE OR REPLACE TABLE `hot-or-not-feed-intelligence.yral_ds.user_video_metrics` AS
+WITH base_stats AS (
+  SELECT
+    user_id,
+    AVG(CASE WHEN liked THEN 1 ELSE 0 END) AS user_like_avg,
+    STDDEV(CASE WHEN liked THEN 1 ELSE 0 END) AS user_like_stddev,
+    SUM(CASE WHEN liked THEN 1 ELSE 0 END) AS total_likes,
+    AVG(CASE WHEN shared THEN 1 ELSE 0 END) AS user_share_avg,
+    STDDEV(CASE WHEN shared THEN 1 ELSE 0 END) AS user_share_stddev,
+    SUM(CASE WHEN shared THEN 1 ELSE 0 END) AS total_shares,
+    AVG(mean_percentage_watched) AS user_watch_percentage_avg,
+    STDDEV(mean_percentage_watched) AS user_watch_percentage_stddev,
+    COUNT(mean_percentage_watched) AS total_watches,
+    MAX(last_watched_timestamp) AS last_update_timestamp
+  FROM
+    `hot-or-not-feed-intelligence.yral_ds.userVideoRelation`
+  GROUP BY user_id
+)
+SELECT
+    user_id,
+    user_like_avg,
+    user_like_stddev,
+    user_like_avg * (1 - user_like_avg) AS user_normalized_like_avg,
+    (1 - user_like_avg) * user_like_stddev AS user_normalized_like_stddev,
+    total_likes,
+    user_share_avg,
+    user_share_stddev,
+    user_share_avg * (1 - user_share_avg) AS user_normalized_share_avg,
+    (1 - user_share_avg) * user_share_stddev AS user_normalized_share_stddev,
+    total_shares,
+    user_watch_percentage_avg,
+    user_watch_percentage_stddev,
+    user_watch_percentage_avg * (1 - user_watch_percentage_avg) AS user_normalized_watch_percentage_avg,
+    (1 - user_watch_percentage_avg) * user_watch_percentage_stddev AS user_normalized_watch_percentage_stddev,
+    total_watches,
+    last_update_timestamp
+FROM
+    base_stats;
+
     """
 
 def create_incremental_query():
     return """
-    MERGE `hot-or-not-feed-intelligence.yral_ds.user_video_metrics` T
-    USING (
-      SELECT
-        user_id,
-        AVG(CASE WHEN liked THEN 1 ELSE 0 END) AS user_like_avg,
-        STDDEV(CASE WHEN liked THEN 1 ELSE 0 END) AS user_like_stddev,
-        SUM(CASE WHEN liked THEN 1 ELSE 0 END) AS total_likes,
-        AVG(CASE WHEN shared THEN 1 ELSE 0 END) AS user_share_avg,
-        STDDEV(CASE WHEN shared THEN 1 ELSE 0 END) AS user_share_stddev,
-        SUM(CASE WHEN shared THEN 1 ELSE 0 END) AS total_shares,
-        AVG(mean_percentage_watched) AS user_watch_percentage_avg,
-        STDDEV(mean_percentage_watched) AS user_watch_percentage_stddev,
-        COUNT(mean_percentage_watched) AS total_watches,
-        MAX(last_watched_timestamp) AS last_update_timestamp
-      FROM
-        `hot-or-not-feed-intelligence.yral_ds.userVideoRelation`
-      WHERE
-        last_watched_timestamp > (SELECT MAX(last_update_timestamp) FROM `hot-or-not-feed-intelligence.yral_ds.user_video_metrics`)
-      GROUP BY user_id
-    ) S -- new batch metrics
 
-    ON T.user_id = S.user_id
 
-    WHEN MATCHED THEN
-      UPDATE SET 
-        T.user_like_avg = (T.user_like_avg * T.total_watches + S.user_like_avg * S.total_watches) / (T.total_watches + S.total_watches),
-        T.user_like_stddev = SQRT(
-            (
-                (T.total_watches - 1) * POW(T.user_like_stddev, 2) + 
-                (S.total_watches - 1) * POW(S.user_like_stddev, 2) + 
-                (T.total_watches * S.total_watches / (T.total_watches + S.total_watches)) * POW(T.user_like_avg - S.user_like_avg, 2)
-            ) / (T.total_watches + S.total_watches - 1)
-        ),
-        T.total_likes = T.total_likes + S.total_likes,
-        T.user_share_avg = (T.user_share_avg * T.total_watches + S.user_share_avg * S.total_watches) / (T.total_watches + S.total_watches),
-        T.user_share_stddev = SQRT(
-            (
-                (T.total_watches - 1) * POW(T.user_share_stddev, 2) + 
-                (S.total_watches - 1) * POW(S.user_share_stddev, 2) + 
-                (T.total_watches * S.total_watches / (T.total_watches + S.total_watches)) * POW(T.user_share_avg - S.user_share_avg, 2)
-            ) / (T.total_watches + S.total_watches - 1)
-        ),
-        T.total_shares = T.total_shares + S.total_shares,
-        T.user_watch_percentage_avg = (T.user_watch_percentage_avg * T.total_watches + S.user_watch_percentage_avg * S.total_watches) / (T.total_watches + S.total_watches),
-        T.user_watch_percentage_stddev = SQRT(
-            (
-                (T.total_watches - 1) * POW(T.user_watch_percentage_stddev, 2) + 
-                (S.total_watches - 1) * POW(S.user_watch_percentage_stddev, 2) + 
-                (T.total_watches * S.total_watches / (T.total_watches + S.total_watches)) * POW(T.user_watch_percentage_avg - S.user_watch_percentage_avg, 2)
-            ) / (T.total_watches + S.total_watches - 1)
-        ),
-        T.total_watches = T.total_watches + S.total_watches,
-        T.last_update_timestamp = S.last_update_timestamp
-    WHEN NOT MATCHED THEN
-      INSERT (user_id, user_like_avg, user_like_stddev, total_likes, user_share_avg, user_share_stddev, total_shares, user_watch_percentage_avg, user_watch_percentage_stddev, total_watches, last_update_timestamp)
-      VALUES (S.user_id, S.user_like_avg, S.user_like_stddev, S.total_likes, S.user_share_avg, S.user_share_stddev, S.total_shares, S.user_watch_percentage_avg, S.user_watch_percentage_stddev, S.total_watches, S.last_update_timestamp)
+MERGE `hot-or-not-feed-intelligence.yral_ds.user_video_metrics` T
+USING (
+  SELECT
+    user_id,
+    AVG(CASE WHEN liked THEN 1 ELSE 0 END) AS user_like_avg,
+    STDDEV(CASE WHEN liked THEN 1 ELSE 0 END) AS user_like_stddev,
+    SUM(CASE WHEN liked THEN 1 ELSE 0 END) AS total_likes,
+    AVG(CASE WHEN shared THEN 1 ELSE 0 END) AS user_share_avg,
+    STDDEV(CASE WHEN shared THEN 1 ELSE 0 END) AS user_share_stddev,
+    SUM(CASE WHEN shared THEN 1 ELSE 0 END) AS total_shares,
+    AVG(mean_percentage_watched) AS user_watch_percentage_avg,
+    STDDEV(mean_percentage_watched) AS user_watch_percentage_stddev,
+    COUNT(mean_percentage_watched) AS total_watches,
+    MAX(last_watched_timestamp) AS last_update_timestamp
+  FROM
+    `hot-or-not-feed-intelligence.yral_ds.userVideoRelation`
+  WHERE
+    last_watched_timestamp > (SELECT MAX(last_update_timestamp) FROM `hot-or-not-feed-intelligence.yral_ds.user_metrics`)
+  GROUP BY user_id
+) S -- new batch metrics
+
+ON T.user_id = S.user_id
+
+WHEN MATCHED THEN
+  UPDATE SET 
+    T.user_like_avg = (T.user_like_avg * T.total_watches + S.user_like_avg * S.total_watches) / (T.total_watches + S.total_watches),
+    T.user_like_stddev = SQRT(
+        (
+            (T.total_watches - 1) * POW(T.user_like_stddev, 2) + 
+            (S.total_watches - 1) * POW(S.user_like_stddev, 2) + 
+            (T.total_watches * S.total_watches / (T.total_watches + S.total_watches)) * POW(T.user_like_avg - S.user_like_avg, 2)
+        ) / (T.total_watches + S.total_watches - 1)
+    ),
+    T.total_likes = T.total_likes + S.total_likes,
+    T.user_share_avg = (T.user_share_avg * T.total_watches + S.user_share_avg * S.total_watches) / (T.total_watches + S.total_watches),
+    T.user_share_stddev = SQRT(
+        (
+            (T.total_watches - 1) * POW(T.user_share_stddev, 2) + 
+            (S.total_watches - 1) * POW(S.user_share_stddev, 2) + 
+            (T.total_watches * S.total_watches / (T.total_watches + S.total_watches)) * POW(T.user_share_avg - S.user_share_avg, 2)
+        ) / (T.total_watches + S.total_watches - 1)
+    ),
+    T.total_shares = T.total_shares + S.total_shares,
+    T.user_watch_percentage_avg = (T.user_watch_percentage_avg * T.total_watches + S.user_watch_percentage_avg * S.total_watches) / (T.total_watches + S.total_watches),
+    T.user_watch_percentage_stddev = SQRT(
+        (
+            (T.total_watches - 1) * POW(T.user_watch_percentage_stddev, 2) + 
+            (S.total_watches - 1) * POW(S.user_watch_percentage_stddev, 2) + 
+            (T.total_watches * S.total_watches / (T.total_watches + S.total_watches)) * POW(T.user_watch_percentage_avg - S.user_watch_percentage_avg, 2)
+        ) / (T.total_watches + S.total_watches - 1)
+    ),
+    T.total_watches = T.total_watches + S.total_watches,
+    T.last_update_timestamp = S.last_update_timestamp
+WHEN NOT MATCHED THEN
+  INSERT (user_id, user_like_avg, user_like_stddev, total_likes, user_share_avg, user_share_stddev, total_shares, user_watch_percentage_avg, user_watch_percentage_stddev, total_watches, last_update_timestamp)
+  VALUES (S.user_id, S.user_like_avg, S.user_like_stddev, S.total_likes, S.user_share_avg, S.user_share_stddev, S.total_shares, S.user_watch_percentage_avg, S.user_watch_percentage_stddev, S.total_watches, S.last_update_timestamp)
     """
 
 def run_query():