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Customer Intelligence: see your customers by segment
Customer Intelligence groups your customers into segments by how recently, how often and how much they buy. Open it from Insights > Customers. The page opens on the Segment Overview tab.
Problem and intended user
A retention marketer (the person who runs email and repeat-purchase campaigns) needs to know which customers drive revenue and which are drifting away. An ecommerce manager (the person who runs the store) needs the same view to judge the health of the customer base. When every customer gets the same treatment, loyal buyers can go unrewarded and lapsing buyers can go unnoticed.
Current workflow
A merchant often exports customers and orders from Shopify admin into a spreadsheet. The merchant sorts customers into groups by hand, using recency, order count and spend. To estimate what a customer cost to win, the merchant joins ad spend from Meta Ads Manager or Google Ads to the orders. The groups need rebuilding whenever new orders arrive.
Prerequisites
- Your store's order history has been imported.
- Your RFM segments are built. RFM stands for Recency, Frequency and Monetary value.
A new store needs time to fill with data. Read While your data imports to see how.
How Nexus works
Nexus reads your customers and orders and sorts each customer into one of your RFM groups. Fixed rules produce the counts, shares and profit figures on this tab. Nexus uses no AI here. Predicted revenue comes from a model, and Nexus only shows it.
You approve nothing. The page only reads data. It needs your order history imported and your RFM segments built.
Move between the five tabs
| Tab | What it shows |
|---|---|
| Segment Overview | Segment health, revenue and profit per segment. |
| Transitions | How customers move from one segment to another. |
| Cross-Dimensions | Segments and predicted revenue by location, channel, category and brand. |
| Repurchase Signals | Customers who are due to buy a product again. |
| All Customers | The full customer list, with filters. |
Only Transitions has a date range. The other four tabs show the current state of your customers, so a date picker would change nothing there.
Change how customers are grouped
Segment names follow the RFM groups of your store. Typical names are VIPs, Loyal Customers and At-Risk. Point at the (i) icon next to a segment name to read what the segment means and its RFM profile.
You can change how customers are scored and grouped in Settings > RFM. See RFM scores and points and RFM groups and score mapping.
Work with one segment
Select a segment card, or a segment name in the Segment Economics table. Nexus opens All Customers with that segment already chosen. In the table, select a column header to sort by it.
Exact output
The Segment Overview tab has four parts, from top to bottom: the headline tiles, the segment cards, a chart and the Segment Economics table.
Headline tiles
Four tiles sit at the top.
| Tile | What it shows |
|---|---|
| Total Customers | The number of unique customers across all segments. |
| 30d Revenue | Total revenue generated in the last 30 days. It counts every order from those days, not only delivered ones, so it can differ from Revenue on Home. |
| CLV | The profit an average customer is expected to bring over the whole relationship, shown for the last 30 days. |
| Health Score | The share of your customers who are in VIPs, Loyal Customers or Rising Stars. |
30d Revenue and CLV show how the value changed against the previous period when Nexus has one to compare with. The change figure on Total Customers and Health Score is not a comparison with the previous period.
Segment cards
Below the tiles, one card per segment sits in a row. Scroll the row sideways to see them all. Each card shows the number of customers, the revenue of the last 30 days, and Profit per customer (12 mo). A card also shows a trend indicator when the segment has a trend.
Revenue vs. Margin by Segment
The chart shows each segment's Share of revenue, Share of margin and Share of customers. Its title is Revenue vs. Margin by Segment. When no segment has margin data, the title changes to Revenue by Segment and the margin bars disappear.
Point at a bar to read the exact percentage.
Segment Economics table
The Segment Economics table has one row per segment.
| Column | What it shows |
|---|---|
| Segment | The segment name. |
| Customers | The number of customers in the segment. |
| % of Total | The segment's share of all customers. |
| Revenue 30d | Revenue from the segment in the last 30 days. |
| Rev Share % | The segment's share of all revenue. |
| Profit per customer (12 mo) | See the next section. |
| Avg AOV | Average order value for the segment. |
| Avg Orders | Average number of orders per customer. |
Four more columns appear only when at least one segment has a value for them:
| Column | What it shows |
|---|---|
| Avg NPS | Average Net Promoter Score for the segment. |
| Avg CAC | Ad spend divided by attributed orders. This is a proxy, not a strict new-customer cost. |
| Predicted revenue : CAC | Predicted revenue divided by the average ad spend per attributed order. It is a gross ratio, before cost of goods. |
| Trend | How the segment is trending. |
Profit per customer and predicted revenue
Two measures on this page are easy to mix up.
Profit per customer (12 mo) is the profit from orders in the last 12 months by customers who are in the segment now, divided by their number. Nexus does not call it CLV. A customer's segment depends on recent buying, so a CLV per segment would go in circles.
Predicted revenue is a model's estimate of a customer's lifetime revenue. It is revenue, not profit.
What to do with it
| What you see | Decision or action | Owner |
|---|---|---|
| A segment whose Share of revenue bar is taller than its Share of customers bar | Decide which segment to protect first. The campaign runs in your email tool, outside Nexus. | Retention marketer |
| A segment card or row you want to contact | Select it to open All Customers, then select Export to CSV. Use the list in your email tool, outside Nexus. | Retention marketer |
| Health Score lower than in your earlier reading | Decide whether to review retention campaigns. | Ecommerce manager |
| Profit per customer (12 mo) next to Avg CAC | Judge how much ad spend a segment can bear. Change budgets in Meta Ads Manager or Google Ads, outside Nexus. | Media buyer (the person who runs your paid ads) |
| Segments that look wrong for your store | Change the groups in Settings > RFM. | Ecommerce manager |
Expected value and measurement
Customer Intelligence can help you find the segments that earn the most and the ones that need attention, so you can target campaigns instead of mailing every customer.
To check, open Insights > Customers > Segment Overview again after your next campaign. Compare these figures with your earlier reading:
- Health Score, compared with your earlier reading.
- Rev Share % and Profit per customer (12 mo) for the segment you targeted.
- Total Transitions on Insights > Customers > Transitions, which counts the customers who moved between segments in a date range you choose.
Nexus cannot isolate the effect of one campaign. Seasonality and promotions move the same figures.
Limitations and exceptions
- Predicted revenue is an estimate. A model produces it, and it can be wrong.
- The CLV tile can show a dash. Nexus shows a dash when it cannot compute a value. Point at the (i) icon on the tile to read how it is built.
- Small segments show a dash for profit. A segment with very few customers shows a dash instead of a profit figure on its card and in Profit per customer (12 mo).
- Optional columns can be missing. Avg NPS, Avg CAC, Predicted revenue : CAC and Trend stay hidden until at least one segment has a value.
What the page shows when data is missing
If your order and customer data is not ready or your RFM segments are not built, the page shows a panel that says what it is waiting for. If the page opens but holds no segments, the Segment Overview tab shows No customer segments yet. It fills when your customer data and RFM segments are in place.
Demo Mode
INFO
Demo Mode can show extra sample-only columns that a live store does not have. The change figures under Total Customers, 30d Revenue and Health Score are sample values.