Segment refinement that reflects actual customer behaviour.

Every active customer in your base is moving. Some are accelerating toward your highest value tier. Others are quietly drifting toward churn. Without segmentation that can see the difference, you're treating all of them the same and missing out on significant revenue.

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SIVV segmentation approach

Every customer. A clear objective. Always.

Most brands know their customers are different. Few can act on it. SIVV closes that gap, continuously analysing your entire customer base using sophisticated AI modelling to place every customer into a lifecycle stage, a SIVV audience, and a predicted outcome. Because each SIVV segment carries a specific marketing objective, every customer has a personalised course of action. Not a generic broadcast, not a batch-and-blast, but a treatment matched to where they are and where they're headed.

Every Customer

segmented by lifecycle stage and predicted outcome

Continuously

updated as behaviour changes

One Objective

per segment: Acquire, Grow, Defend, or Recover

Bringing SIVV segmentation to life

Six lifestages. Fourteen audiences. Four predicted outcomes.

Every customer in your base is continuously placed into one of six lifestages and one of fourteen audiences. Each carries a precise marketing objective and a predicted outcome. No customer is ever without a course of action.

Prospect

Not yet a customer

PROSPECT

Known through acquisition channels or lookalike modelling. Has not yet made a first purchase.

Welcome

First purchase made

WELCOME

One transaction made. First-purchase behaviour predicts long-term value more accurately than any other signal.

Engage

Building habits

INSPIRE

Early repeat purchaser showing initial engagement. Needs nurturing to build purchase habit.

Promising

Growing basket and shortening gaps between transactions. Trajectory points upward.

Nurture

Core revenue base

Accelerate

Consistent frequency and growing spend. High propensity to progress to Advocate.

Advocate

High-frequency, high-value. Broad category engagement and strong brand attachment.

Champion

Frequency and value approaching top tier. Worth significant investment to retain momentum.

Hero

Very high value. Purchases frequently across multiple categories with high basket sizes.

Super hero

Highest-value customers. Small percentage of the base, large share of revenue.

Revive

Intervention required

One & done

Single purchase, no recent activity. Risk of silent churn is high.

Last chance

Significant disengagement. Final viable intervention window before archive.

At risk advocate

Previously Advocate-tier. Lower-value intervention. Responds to personalised offers.

At risk hero

Previously Hero or Super Hero. Highest rescue ROI. Worth direct outreach and significant investment.

Four predicted outcomes.

Acquire

Convert prospects into first-time buyers

Grow

Accelerate value in developing customers

Defend

Protect and retain your highest-value base

Recover

Reactivate customers before the window closes

Bringing AI-driven segmentation to life

Lifestage targeting.

Every customer is classified into a lifestage and each lifestage has clear objectives, prescribed actions, and measurable outcomes.

STAGE

OBJECTIVE

PRESCRIBED ACTION

BENCHMARK

Acquire

Convert prospects to first purchase

9% conversion with 2% higher AOV

Early life

Convert new customers into engaged, returning customers

8% reduction in one-time-only rates

Nurture/Grow

Increase frequency and share of wallet

8% increase in CLTV

Prevent churn

Intervene before customers leave

11% of churning customers revived

Win back

Rarely — claimed total exceeds actual

19% incremental transactions with 2% ATV sacrifice

Bringing AI-driven segmentation to life

Audience targeting.

Talk to us about how we can get even more granular with targeting by audience.

Talk to an expert

Bringing AI-Driven segmentation to life

Predictive models.

Lifestage and audience segments are enriched with predictive scores. Predictive scores enable targeting of customers based on forecast future behaviour.

Churn Probability

Likelihood of lapsing within a defined window. Identifies customers worth saving versus those likely to churn regardless.

Response Propensity

Which channels, mechanics, and offers this customer responds to. Refined continuously from test results.

Lifetime Value Prediction

Forecast of future value, not just historical spend. Enables investment prioritisation across the base.

Reactivation Probability

For lapsed customers, likelihood of successful win-back. Prevents wasted spend on unwinnable customers.

The SIVV segmentation difference

What changes when you use SIVV.

WITHOUT SIVV

Use generic segmentation models provided in marketing platforms

Customers are segmented based on guesswork

Segments based on grouping of historic activities

Segments are built manually and go stale unless refreshed manually

Segmentation targets specific areas of the customer base

Segments often hard to use in campaigning

WITH SIVV

Segmentation models built with AI and trained against your customer base

AI models surface which segments to target and what action to take

Segments created based on trajectories and predicted future action

Customers are continuously modelled to ensure segmentation is accurate

Segmentation targets the entire customer base, all of the time

Each segment has a prescribed action to take

See how SIVV maps your customer base.

Talk to our team about your customers, your challenges, and whether there's something worth exploring together.

Talk to an expert