Agency specialized inAudience Intelligencewith advanced segmentation and activation across marketing channels.
We combine first-party data, on-site behavior, CRM data and external signals to build segments that can be activated in advertising, in product and in CRM. Segmentation with business purpose, not academic exercises.
Almost every marketing team can recite their buyer personas — and almost none of them look at them before deciding a campaign. The difference between theatrical segmentation and useful audience intelligence is whether segments show up in daily operations or only in the annual brief. We design for the former.
Analysis dimensions that usually add value
We combine based on business question.
RFM and cohorts
Classic segmentation by Recency, Frequency and Value. Cohorts by first purchase to see real retention, not misleading snapshots.
Customer Lifetime Value
CLV modeled by segment — current and predictive. With statistical confidence — not an Excel sheet with multiplications.
Journey and funnels
From first touchpoint to conversion and post-sale. With multi-touch attribution when it applies, not just last-click.
Site/app behavior
Navigation patterns, intent signals, features used and unused. For product and for smart retargeting.
External and firmographic data
When applicable: enrichment with B2B firmographic data, B2C geodemography, market signals. With serious providers.
Predictive analytics
Propensity models (churn, upsell, next best action) when volume and data quality allow. No "AI predicts everything" hype.
How to build a living audience system
From raw data to a segment activatable in every channel.
- L01
Unification
Consolidation of sources: CRM, ecommerce, GA4/analytics, customer service, forms. With clean identity resolution — no two separate "John Smith".
- L02
Enrichment
Calculation of derived attributes: CLV, RFM, propensity, time since last purchase, preferred channels. Updated at a defined cadence.
- L03
Segmentation
Building segments with documented rules. Every segment has a spec sheet: definition, size, use cases, activation channel.
- L04
Activation
Push to the tools where they get used: Meta Custom Audiences, Google Customer Match, CRM (Salesforce, HubSpot, Zoho), email engine, product.
- L05
Measurement
Performance evaluation of every segment in every channel. Which ones work, which don’t add value, which need redefinition.
Tangible deliverables
Segments used tomorrow — not a report read once.
Segment dictionary
Every segment with name, definition, size, use cases and status (active / archived / experimental). Shared source of truth.
CLV and models by segment
Document with modeled CLV and the logic behind it. Reproducible, defensible before finance, updatable every quarter.
Active audiences in channels
Segments already pushed to Meta, Google, CRM and email engine. With calibrated lookalikes where applicable.
Activation playbook
Which segment goes to which channel, with what typical message, at what moment in the lifecycle. No "here’s the data, figure it out".
Performance dashboards
Segment views in Looker Studio or similar: what each brings in, how it evolves, where the opportunity is.
Team training
Sessions with marketing, CRM and product. Everyone sees the same segments and knows how to use them — without depending on "the data person".
Audience governance principles
Segments age — and governance keeps them alive.
- 01
Quarterly review
Every quarter we review: which segments are being used, which don’t add value and which need to be created. The list doesn’t grow indefinitely.
- 02
Segment quality metrics
Every segment has health metrics: stable size, overlap rate with others, relative performance. When it degrades, it’s reviewed.
- 03
Documented legal bases
For every segment and every activation, the GDPR legal basis that supports it. No activations that "are probably fine".
- 04
Consent-aware activation
Segments respect user consent in every channel. If a user rejects marketing cookies, they don’t appear in ad audiences.
- 05
Shared ownership
Marketing, CRM and product co-govern segments. Nobody "owns the data" — everyone is accountable for it being useful.
Honest questions before hiring
Do we need a CDP (Customer Data Platform) to do this?
Not always. A CDP (Segment, mParticle, Tealium, RudderStack, Twilio Segment, ActionIQ) helps when volume and fragmentation are high. For many businesses, a data warehouse (BigQuery, Snowflake) + activation tools (Hightouch, Census) is more cost-effective and flexible.
How do you respect GDPR across all this activation?
With a clear inventory of processing: which data we use, for what, on what legal basis, toward which providers. Consent Mode and consent-aware activation in every channel. And data subject rights (access, erasure) implementable without drama.
Can we start without touching CRM or new tools?
Yes. A useful first phase is exploratory analysis with the data you already have — no buying, no deploying. We show you which segments exist, which would add value and what would be needed to activate them.
What if we’re B2B and don’t have "millions of users"?
In B2B, audience intelligence is different: few customers, high value per account, long journey with multiple stakeholders. We work with firmographics, intent data, engagement per account (ABM) and propensity models suited to B2B volumes.
How long until it delivers value?
The first useful reading is usually available in the early weeks of analysis. Activation with measurable business KPI impact is iterative — not a big bang. We prefer to deliver value soon and expand.
Do you know your customers by segment — or only by product type they buy?
Send us your data (under NDA) and we’ll return a first reading: which segments appear, which would add most value and what would be needed to activate them.
Let’s talk?Exploratory analysis under NDA. No platform proposals before understanding the business.