How it works
Build audiences
Great news! We’re live with a much-awaited update to the CDP.
Now you can finally build audiences directly from the Customer Lifetime Value Matrix!
Until now, the CLV Matrix has been a handy tool helping you better understand how your users a divided in terms of loyalty and customer lifetime value to your business. These values could then be used to build audiences based on these metrics.
Well, starting now, building CLV-based audience can be done with just a click of a button!
Here’s how you do it in 3 easy steps:
Step 1: Choose your audience
Go to Audiences and pick an audience
First, you should choose the audience from which you would like to build a smaller audience. Just go to the Audience overview and click on the audience of choice.
Then go to Audience Insights.

Step 2: Choose a group
Pick a group within the CLV Matrix
Next, it’s time to choose the group of users you want to make into an audience. In the CLV Matrix, we can see a big group of people with a high CLV but also a high risk of churning. This is a group we should definitely reach out to as an audience.
Just hover over and click “Build new audience”

Step 3: Edit audience
Add a name and edit your new audience
A new audience is automatically created and is ready to edit in the Audience Builder.
As a default, the audience has the same name as the original audience followed by the CLV details (High CLV x Churned) and a time stamp.
Keep it as is or name it as you wish.
You also have the option to add more persons to your audience or narrow it down even further – just as you would any other audience.

Step 4: Save your audience
Press 'Save' - and your audience is ready
That’s it!
You now have a brand-new audience ready to activate in your campaigns.
This is a super-handy feature that allows you to segment your users based on CLV and loyalty value in a matter of seconds.
Try it out today!
The feature is already live and ready to use.
Want to know more?
Dive into all the nitty gritty details of Audience Insights here in the Help Center.
Don’t hesitate to reach out to Product Owner Mathias Kolind ([email protected]) if you have any questions or experience any issues along the way.