Customer Intelligence
Who your customers are becoming – and who's slipping away. Customer Intelligence reads your purchase history and turns it into segments, risks, and movements you can act on, with every insight one click from a campaign or journey.
One calendar rules the page: the date range you pick in the header drives every number on it, and it's the same range picker (and the same warehouse) as your Dashboard, so figures always agree.
Two views
- Acquisition – where customers come from and what each one costs: channel performance, spend vs revenue, a channel efficiency matrix, and the conversion funnel by channel, with plain-language insight cards ("Spend up, revenue flat") that carry an action button.
- Retention – everything below.
How customers are grouped
Every customer is scored on how recently they bought, how often, and how much – the classic RFM analysis – and placed in one of eight stages:
| Stage | Meaning |
|---|---|
| Champions | Recent, frequent, high spend |
| Loyal | Regular buyers with strong engagement |
| Potential Loyalists | Recent customers with growth potential |
| New | Recently acquired, low frequency |
| At Risk | Declining engagement – needs attention |
| Can't Lose | High value showing warning signs |
| Hibernating | Low activity for an extended period |
| Lost | No activity, likely churned |
Stages are computed directly from purchase history, so they're always current – there's nothing to configure or refresh.
The Retention tabs
Overview – the segment distribution and the headline numbers: customers, revenue, average CLV, champions, at-risk.
RFM Segments – the full customer list with each person's stage, recency, frequency, monetary value, and health score.
Cohort Retention – the retention heatmap: each row is a first-purchase month, each column shows how much of that cohort came back over time. The honest answer to "do customers stick?"
Churn Risk – who to save first. The headline is expected loss – each at-risk customer's lifetime value weighted by their churn probability – with the customers no campaign has touched in 30 days called out. A ranked "save these first" table (risk × lifetime value, with Reached/Untouched badges), a full CSV export, behavior groups (High-Value Dormant, Lapsed Regulars, One-and-Done, Fading Away) each with a one-click Win-Back Campaign, and Build the save play in Journeys, which opens the journey builder pre-wired to trigger the moment someone becomes At Risk. Blacklisted and opted-out customers are excluded from these lists automatically.
Audiences – your saved segments: build them from events (including "active on site" presets and your registered custom events), import a contact CSV, and watch membership move ("+N / −N last refresh") on every card. The blacklist – your do-not-contact lists – is managed here too.
Movement – how customers flow between stages over the period: the transition matrix, the flow diagram, the money that slipped downward ("N of them never heard from you"), and the campaigns behind the upward moves. Click any flow to open its full page: the cohort's stats, its people (searchable, sortable, exportable), the split between natural and campaign-influenced moves – and Build the play in Journeys, seeded for that exact transition.
Every insight ends in an action
That's the design rule of the page. A behavior group becomes a win-back campaign in chat. A stage transition becomes a journey trigger ("someone becomes At Risk", "someone becomes a Champion") that runs the save or the reward play by itself, forever. A cohort becomes a CSV for anything external. Nothing here is a report for a drawer.