Decision Signals In Customer Behavior


We uncover reliable, economically meaningful signals in first-party customer data to help companies acquire higher-value customers, improve retention, and make better customer investment decisions.

As companies become increasingly capable of automating decisions about their customers, knowing which signals to act on matters more than ever. Drawing on established research across behavioral science, customer-base analysis and predictive modeling, we identify and validate signals of future customer value and evaluate what actually creates incremental 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 estimate future customer value at the individual level, helping you allocate budgets, set targeting rules and make more informed customer investment decisions.

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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 Signals

We isolate the few repeatable behaviors that reliably signal future 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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