Customer Intelligence

Messages (Retention → Messages) is the outbound ledger: everything this brand sent across email, SMS and WhatsApp – journeys, the send API, campaigns and tests – filterable by channel, type and source, searchable by recipient. One person's complete history stays on their Customer 360 profile.

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:

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 CSV of that list, 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. On a large book the tab works from your top 5,000 at-risk customers, ranked by risk × value, and says so on screen – the CSV carries that same working set.

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.

How large an audience can get. One audience holds up to 500,000 people. A segment saved from the RFM or churn lists holds up to 250,000, and one push to Meta or Google carries up to 500,000. These are safety ceilings rather than something a plan buys, and they are high enough that most accounts never meet them. If a refresh matches more people than the ceiling holds, the card says so rather than quietly looking complete, and the push tells you how many stayed behind – split the segment if the rest matter. If you need more room, ask us and we will raise it for your account. 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.

Seeing one customer across your brands (optional)

By default, every brand keeps its own books: a customer who exists on two of your brands appears as two separate relationships, and each brand's view shows only its own history. That stays true no matter what.

If your brands belong to the same legal entity, the owner or an admin can turn on Cross-brand customer view under Organization settings → Data & privacy. With it on, a customer's profile gains an "Also on other brands" panel listing their separate relationship on each sibling brand – stage, spend in that brand's currency, loyalty points – side by side. Three things never change:

• Team members only see brands they already have access to. The toggle widens nothing for a seat scoped to one brand.
• It's a view, not a merge. Balances, loyalty points and history stay per brand; points earned on one brand can never be spent on another.
• Messaging, personalization and automation always work from one brand's data only, whether the toggle is on or off.

Only enable it if you're authorized to combine the brands' customer data – for agencies, brands run for different clients are different data controllers, and combining their views is a decision for those clients, not a convenience setting.

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.

Adding a customer by hand

Sometimes you want a person on record before any data flows – to test a journey, a send, or a segment. On Customers, use New customer: one identifier (an e-mail or your own customer ID) is enough; name, phone, company and attributes are optional. Tick the consent the person has given – marketing sends need it and nothing is assumed. The customer is stored on the active brand's record exactly like a CSV row, and anyone with an owner-level role on the brand's organization sees it.

Answering a data request

When someone asks what you hold about them, open their record and use Export data, next to Edit. It downloads a single JSON file with everything held for that person – their profile, the identifiers we resolved to them, their events, what you sent them and what they did with it, promos, support conversations, survey answers, their consent history and the journeys they walked through.

It answers the access request in Article 15 of the GDPR. Two things worth knowing: it reads the person's whole identity, so records that were merged into theirs are included, and someone already erased has nothing to export – erasure leaves a tombstone, not a copy.

Editing a customer

Open the customer's record (Customers → the row, or any link to their 360) and use Edit in the Identity panel. Everything on the record can change: e-mail, external ID, phone, names, company, attributes, the Test switch, and consent you record now (what is already on the ledger stays as it is).

E-mail and external ID are hard identifiers: each belongs to one customer on a brand. Changing one keeps the history under the old value on this customer. If the new value already belongs to another customer on the same brand, the two records become one – the customer who already had the identifier stays, and the record you were editing is merged into theirs: their values win, their blanks fill from yours. The page then shows the customer who remains and says so.

Merging two records

When two records look like the same person, the Identity panel lists the other one under Possibly the same person with the reason (a shared device, the same name). Merge joins them: the record you are looking at stays, the other is absorbed – its identifiers, devices and history resolve here from now on, its segment memberships and conversations follow, and its old address forwards to this record. Merging cannot be undone, and it stays within one brand: the same e-mail on two brands is two customers.

Test profiles

A whole business profile can be a test profile – Settings → Brand → Workspace → Test profile, or in the admin console under Business Profiles → edit → Workspace (test profiles carry a Test pill in that list). Everyone in it counts as a test customer: they never appear in the cross-brand customer view or in organization-wide numbers, and the profile is labelled Test in the profile switcher. Journeys and sends inside it work as usual, so your team can test them end to end.

Test customers

A customer added by hand is a test customer by default (you can switch it off in the form), and any customer can be marked or unmarked as test from their Customer 360 page ("Mark as test").

What "test" means:

• They stay out of the cross-brand customer view – when your organization has turned that view on, a test customer never appears as a relationship on another brand, and a person who is a test customer on the brand you are viewing shows no other-brand section at all.
• They stay out of Customer Intelligence's lists and predictions – the RFM and at-risk lists, churn and value scores, and the movement chart.
• They carry a Test pill on the Customers list; Hide test customers takes them out of the list while you work.
• They can enter journeys and receive sends you approve – that is the point of a test customer. Consent and suppression rules apply as usual.