Decile's Luma turns analytics into audiences in minutes

Decile has added instant audience generation to its AI analyst, Luma, letting eCommerce teams create customer segments from natural language queries.

Inside the Luma chat interface, the feature generates audience segments with a suggested name, description, audience size and the logic used to define the group. Users can review the segment, edit it, save it to an audience library or discard it.

Teams can choose whether a segment remains static or refreshes automatically as customer data changes. Once saved, the audience can be sent from Decile to marketing and advertising platforms for campaign use.

The addition extends Luma beyond analytics by linking customer insight more directly to marketing execution. The tool uses the same data model for analysis and audience creation, aiming to reduce inconsistencies between analytics, engineering and marketing teams.

In addition, building audiences has often required manual queries, handovers between departments and delays before a campaign can launch. Decile is targeting that workflow by letting operators define groups such as recent purchasers or high-lifetime-value customers through a text prompt.

Within the chat interface, users may also have the options to change audience names and descriptions before saving. The system shows character limits and validation prompts, and lets users reset edits to Luma's original suggestion.

Subsequently, the new process is intended to shorten the time between identifying a customer cohort and deploying it in a campaign. Decile presents the change as part of a broader effort to make Luma act on analytical findings as well as surface them.

"Ecommerce teams have always struggled with the gap between insight and action," said Cary Lawrence, Chief Executive Officer of Decile.

"You might identify a high-value customer cohort, but turning that into a usable audience can take hours or require technical resources. Luma eliminates that gap entirely. Now you can go from insight to segment to activation in minutes," Lawrence stated.

Moreover, Decile describes itself as an AI-powered eCommerce analytics platform focused on turning complex retail data into usable insight. The business is a wholly owned subsidiary of Graham Holdings.

The update comes as eCommerce brands seek to use customer data more quickly across retention and acquisition campaigns. In that environment, the speed at which teams can move from analysis to audience creation has become as much an operational issue as a marketing one.

Luma's new audience generation tool is designed to handle that step within the same environment used to analyse customer behaviour. Users can ask a question, receive an analytical result and turn that result into a segment without moving to a separate audience-building process.

Therefore, once saved, the audience appears immediately in the user's library and is available for direct activation through connected marketing and advertising tools.