Your customer base is not one group. It is made up of customers at different stages of their relationship with your brand, behaving in different ways and worth different amounts to your business. The Customer Model page shows how Optimove divides your base across those dimensions, on any snapshot date.
What Is the Customer Model Page?
Optimove builds a customer model around your brand's own data and KPIs. The Customer Model page is the one place to see that model's full structure, from how each stage is defined down to the behavioral "DNA" of each micro-segment. You can find it under Explore → Customer Model.
Use it to:
- Read the health of your base: See how customers are distributed across stages and where the value sits.
- Check what a stage means: See its exact definition before you use it in a Target Group or campaign brief.
- Find your next audience: Spot valuable or at-risk micro-segments and open those customers in Customer Explorer.
- Set value-based policies: Use value segments to decide VIP treatment, service levels or compensation.
The outcome: your CRM and service teams work from the same, clearly defined picture of your customer base.
How the Model Is Built
Your model divides customers into levels, from broad to detailed:
| Level | What it is |
|---|---|
| Lifecycle stage | Each customer's phase in their relationship with your brand, for example New, Active, Churn or Dormant. |
| Segmentation layer | A behavioral dimension within a stage, such as Time Since Last Order. Customers in each layer are grouped into clusters, either by cluster analysis or by rules based on marketing best practice. |
| Micro-segment | Customers who share the same combination of clusters across all layers: the same behavioral "DNA". |
| Value segment | A value tier, for example Bronze to Diamond. Each micro-segment is assigned to one value segment based on its expected Future Value, so all of its customers share that value segment. |
Future Value is a customer's predicted value over the next two years. On this page it is always shown as an average per group.
Filters
- Snapshot Date: Every figure reflects your base on this date. Pick an earlier date to see how the mix has shifted.
- Site filter: Narrows the page to one part of your base. Its name depends on your setup, for example, Brand or Country. It appears only if your site has one configured.
The list on the left switches between All, which covers your whole base, and a single lifecycle stage.
The All View
Lifecycle Stages
Two charts, Distribution and Avg. Future Value (2 years forward), show how many customers each stage holds and what each is worth. Read them together: a large stage with low value, or a small stage with high value, shows where retention, upgrade, or reactivation work is most likely to pay off.
Below the charts, a table compares stages by Customers (count and share), number of micro-segments, Avg. Future Value, and one-time customers: customers with a single transaction so far, labeled by your model, for example, One-timers or One-time Depositors.
Micro-segments
This table lists every micro-segment in your model, with its Customers, Past Value, Future Value, Value Segment, and the rate that matters for its stage: Conversion Rate, Churn Rate, or Reactivation Rate.
- Select Micro-segment DNA to see the exact cluster in each layer.
- Select a Customers count to open those customers in Customer Explorer.
- Filter by stage, sort any column, choose columns with Manage Columns, or Export the table.
Value Segments
Value segments are built from micro-segments: each micro-segment is assigned to one value segment, which you can see in the Micro-segments table's Value Segment column. This table rolls them up, showing each value segment's number of Micro-segments, Customers, Avg. Future Value and Future Value Range. Some stages, such as Visitors or Dormant, appear as their own groups.
Use value segments to see how much of your base sits in each tier, and as clear thresholds for VIP, service-level, or compensation policies, so your CRM and service teams work from the same definition of a high-value customer.
The Lifecycle Stage View
Select a stage to see:
- Definition and summary: The stage's exact definition from your model, plus its customers, number of micro-segments, Avg. Future Value, and one-time customers.
- Segmentation Details: One tab per layer, with each cluster's Customers and Avg. Future Value. The two charts below switch between a snapshot (calendar icon) and a trend over a date range you choose (line icon), so you can catch a valuable cluster shrinking before it shows up in revenue.
- Micro-segments: The same table as in the All view, filtered to this stage.
Key Elements to Keep In Mind
- One date at a time. To compare, change the Snapshot Date or use the trend charts in Segmentation Details.
- Your model is your own. Stage names and definitions, layers, and some labels depend on your configuration and vertical.
- Model segments aren't Target Groups. Stages, micro-segments, and value segments describe your base. A Target Group is the audience you define for a campaign. Opening customers from this page is a quick way to start one.
- Future Value is a prediction. Use it to compare and prioritize groups, not as a revenue forecast.