Neuromes

Every customer, read on their own. A Neurome is what your own data says about one customer: how often they come back, the hour they act, the channel they answer on, what they lean to and how they respond to offers. The Neuromes page, under Customers, shows these readings for every customer and lets your audiences, journeys and sends use them.

Neuromes is in beta. It is off for every brand until the brand's owner or an administrator switches it on. While it is off, nothing is read and nothing about your sends changes.

A reading is a behaviour trait from your own events – not genetic data, and never a guess about who someone is. What a customer told you (a birth date, a city) is shown as declared; everything else is counted from what they did with your brand.

Switching it on and off

Who can switch it. The brand's owner or an administrator.

Where. Customers › Neuromes. While the Neurome is off, Overview says what it is and has one button, Switch on the Neurome; the switch is also in Settings, in the group On, and what it does. Someone who may not switch it reads who can.

What switching on does. The page asks you to confirm first: Switch the Neurome on for your brand. A first reading of every customer then starts, from the brand's own history. It takes minutes for thousands of customers and hours for millions, and whoever acts meanwhile is read first. From then on a customer's Neurome is brought up to date as they act.

The regulated question. The confirm asks one thing: Is this a regulated brand (for example gambling, alcohol, lending or health)? Answer Yes or No; the Neurome is not switched on without an answer. On a regulated brand nobody is grouped or ranked by what they pay in unless the brand switches that on with its basis, and weather is never used (see Regulated brands below).

Nothing is sent, and no send changes. Switching on gives you the readings. Nothing is sent, and your sends are not changed until you switch adjusting on for a kind of send in Settings (see Adjusting your sends below).

Switching off. The page asks you to confirm. Every customer's readings for the brand are removed, starting within a minute, and your own journeys and audiences that read the Neurome stop reading it. It can be switched on again, and every customer is then read afresh.

The readings

Each customer's Neurome is a list of readings in five groups. A reading says how much stands behind it – forming, steady or strong, or that it is a fact or was declared – and one with too little behind it says so ("Not enough gaps yet") instead of guessing.

Value and rhythm

• Value in – what they have paid in, and over how many times.
• Future value – how likely it is that they are still a customer.
• Own rhythm – how often they usually come back, in days, counted from the gaps between the times they acted. It needs three gaps.
• Rhythm break – where they stand against their own rhythm today: on time, due, late or lapsed.
• Momentum – speeding up, steady or slowing, from their active days in the last 30 against what their rhythm expects.
• Act hours – the two hours of the day in which they most often act.
• Week pattern – the weekdays they act on more, when any stand out.

Taste and motivation

• Taste – the kind of thing they choose more often than your customers as a whole do.
• Offer response – whether offers move them, make little difference, or they act without them.
• Offer kind – the kind of offer they take up best.
• Looks at – what they viewed and clicked on your site in the last 90 days.
• Loyalty standing – their points and tier.

Experience, device and place

• Money back – what went back out to them, against what they paid in.
• Support contact – how often they contacted you in the last 90 days, and whether anything is open.
• Ratings – how they rated a support conversation.
• Devices – whether they visit mostly on a phone, a desktop or a tablet.
• Push devices – where they receive push messages.
• Local time – their time zone.
• Place – their city or country, from the field you collect or from their time zone.
• Origin – how they came to you.

Channel

• Reach – the channels you may market to them on.
• Channel response – the channel they click on most. Opens are never counted.
• Reading hour – the two hours in which they click your messages. It needs five clicks.
• Fatigue – whether they are tiring: no click on the last six sends.
• Last told – your last marketing send to them, and whether they clicked.
• Site and app – whether they read inbox cards and close pop-ups on your site.

Who they are · declared, never guessed

• Age band – from the age or birth date in your customer file.
• Birthday – the day and month, never the age.
• Gender – as declared, used for word forms only.
• Address form – the form of their first name to greet them with, where the language has one.

Where the readings show

• The Neuromes page (Customers › Neuromes). Overview shows your customers by where they stand against their own rhythm, and the groups of customers whose readings are alike. Settings holds the switch, what the Neurome reads and where it adjusts your sends. The Plan tab shows what the Neurome plans and sends by itself, which is not open yet (see Beta below).
• The Customers list. The Columns menu gains a Neurome group with three columns: Own rhythm (days past or until the customer's own due date, and the list can be sorted by it), Reading hour and Answers on.
• A customer's page. A Neurome tab shows that customer's readings, each with what it was counted from. If a customer asks you to stop personalising for them, record it there with Stop personalising, at their request.
• Audiences. The audience builder can use the Neurome in its rules: where a customer stands against their own rhythm, days past due, their reading hour, the channel they answer on, their offer response, their taste, whether they are tiring, and their device.
• Journeys. The rules of an If / else step can use the same Neurome fields, so a journey can branch on a reading.
• Fields in your messages. In Email Studio and SMS Studio, Personalize has a group From their Neurome, with fields and ready blocks such as At their own reading hour, What they lean to and Their own rhythm. A field is empty for a customer who does not have that reading yet, and each block has a line for everyone else.

Adjusting your sends

Adjusting lets a reading change how one of your own sends reaches one customer. It is a separate switch for each kind of send, in Settings under Where it adjusts your sends, and each one is off until the brand's owner or an administrator switches it on.

Adjusting only narrows: it can move a send later the same day, hold it, or leave an offer out. It never sends something you did not send, never sends earlier, and never moves a message to another channel. Every change is written on the send with its reason, and where a kind of send is switched off the page shows what adjusting would have done.

What it never overrides. Consent and suppression come first, then self-exclusion, then a support hold. The Neurome is asked only about customers those have already let through, so it can never make a message go to someone who should not get it. A customer with too little behind a reading is sent to exactly as before.

Regulated brands

When you answered Yes to the regulated question (Regulated brand in Settings), nobody is grouped or ranked by what they pay in unless the brand switches that on with its basis, and weather is never used. The Their own rhythm field is never filled in a message on a regulated brand.

Privacy

• Export. A customer's data export (Export data on their page) includes their Neurome: each reading, with what it was counted from and when.
• Erasure. Erasing a customer deletes their Neurome with the rest of their data.
• Stop personalising. A customer who keeps your messages but does not want them personalised can be taken out on their page; their Neurome is deleted and no new one is built.
• Test profiles, erased customers and customers held by a sensitive support conversation have no Neurome.

Beta: what is not open yet

• The Neurome's own messages. The Neurome writing and sending its own messages is not open yet. Until it is, the Neurome's part for your brand is the readings and adjusting your own sends, and the Plan tab says so.
• Brands on a dedicated warehouse. A brand whose data lives on a dedicated warehouse cannot switch the Neurome on yet: the Neurome does not read that warehouse yet, and the page says so.