Decision Signals In Customer Behavior


We start with the decisions that matter most for profitable growth and uncover signals in first-party customer data that guide prioritization and action. As customer journeys become less observable, robust signals become increasingly critical for decision-making.

Built on established academic approaches to customer base analysis and CLV modeling, these signals provide a reliable foundation for decision-making – focusing on the critical few drivers of long-term value.

Customer Base Audit

A research-based diagnostic (descriptive or predictive) that maps how customer value is created, sustained, and lost, so you can focus retention, acquisition, and investment where it matters most.

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Predictive CLV Modeling

Explainable, research-grade CLV models that forecast future customer value accurately at the individual level, so you can allocate budgets, set targeting rules, and grow profitably with confidence.

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Customer State Intelligence

A dynamic probabilistic lifecycle model that detects state shifts (active → drifting → dormant) and predicts what's next, so your CRM team can intervene earlier, choose the right action, and avoid one-size-fits-all journeys.

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Micro-Behavioral Value Drivers

We isolate the few repeatable behaviors that reliably drive retention and long-term value, then translate them into CRM triggers and targeting rules that turn insight into action.

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Behavioral Experimentation

We design decision-critical experiments and define how they are measured, grounded in behavioral science, to quantify incremental profit, retention, and long-term value, so you can scale the right playbook with confidence.

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Value-Based Acquisition Signals

We design and validate customer value signals (e.g., predicted CLV or contribution margin) and translate them into decision rules for activation in Google/Meta, implemented with your in-house team or agency.

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Advisory & Upskilling

We help organizations turn customer data into better commercial decisions through workshops, strategic advisory, and upskilling, with a focus on customer value, prioritisation, and decision-making under uncertainty. 

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"We partner with organizations where growth depends on long-term customer behavior, across retail, travel, subscriptions, NGOs, and B2B. Within your existing CRM/CDP, we apply research-grade modeling to uncover and scale decision signals. These signals drive retention and profitability – earlier than traditional metrics can."

Joel Anderssén, Partner & Lead Data Scientist
Joel Anderssén, Partner & Lead Data Scientist
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