See what each customer is worth, and what state they're in.Ranked by true margin, segmented to act on.
Customer Value & Segmentation ranks your whole base by lifetime contribution margin and segments it on margin, not revenue: who carries the profit, who is quietly slipping, and what each customer is likely to be worth next. Identity tells you who they are; this tells you what state they are in and what they are worth. We tell you who matters; we do not run your store.
The questions a revenue dashboard can't.
Not how many customers you have. What each is worth in margin, which segment they sit in, who is slipping, and who to act on.
Not every customer is worth the same.
Ranking customers by revenue rewards the wrong people. A high spender who returns half their orders and only buys on discount can contribute less than a quiet full-price regular. Tiering the base on true lifetime contribution puts each customer where they really sit, from VIP to outright drag, and turns each tier into an audience you can defend, grow or quietly let go.
- Tiered on margin. Value measured in contribution, not gross spend
- Customers vs profit. Each tier's share of the base against its share of margin
- Every tier an audience. Exportable lists to protect, grow or suppress
Twelve segments, scored on margin not revenue.
Every customer is placed in a twelve-segment RFM cube, from Champions to Lost, on recency, frequency and value. The difference is the value axis: we score it on true contribution, not revenue. Flip the toggle from revenue to margin and the discount-funded fake VIPs hollow out, customers who look like Champions until their returns and discounts are costed, then drop a tier. It is the segmentation your email tool can't build.
- Margin as the M. The monetary axis is contribution, not gross spend
- Fake VIPs exposed. Who reclassifies down the moment margin is counted
- Every segment an audience. Champions to win-back, ready to export
Know what state every customer is in, and who's slipping.
Each customer sits in one of seven lifecycle states, anchored to your own reorder cadence rather than a generic 30-day rule, and each state is weighted by the contribution it holds. The flagship is migration: who slid from Loyal to At-risk over the period, and the margin that moved with them. It turns base health from a headcount into the single biggest leak you can act on this week.
- Cadence-anchored. States tuned to how often your customers actually reorder
- Weighted by margin. The equity slipping, not just a count of quiet accounts
- Migration as a list. The Loyal-to-At-risk leak, ready to win back
See what each customer will be worth, and who to save first.
Backtested on your own history, a predicted-value model gives every customer a probability of still being alive and an expected residual contribution. Plot the two and the urgent quadrant appears: high future margin, low probability of return. That is your win-back queue ranked by recoverable contribution, not a guess, and the model's accuracy is shown openly so you can trust the number.
- Forward, not backward. Expected residual contribution per customer, in margin
- The save-first quadrant. High value, low probability of return
- Backtested. Accuracy reported against your own held-out history
Built on your store, reconciled to true profit.
Every value, segment and prediction is built from real orders and real costs, so the ranking is margin, never gross spend.
◇Orders & revenue
Every order, refund and discount per customer, so lifetime value and every segment are net of returns and the discounts a customer actually used.
☰True cost
COGS, shipping and fees on every order, so the monetary axis of the RFM cube and every lifetime value is contribution, not revenue passed through.
↗Owned audiences
Every tier, segment and lifecycle state syncs to your email tool as a ready audience, so a segment becomes a campaign your team controls.
Built by an award-winning analytics team.
Margin OS comes from Blufire, trusted by 100+ mid-market and enterprise brands and recognised across the APAC and Global Search Awards. The same people now model your margin.
Value pairs with identity, and everything else.
Every part of the business, denominated in the same contribution margin. This tells you what they're worth; identity tells you who they are.
The things buyers ask.
See what your customers are really worth.
Connect your store and your costs. We rank every customer on true lifetime contribution, segment them on margin, predict what they'll be worth next, and hand you the audiences to act on.
Connect your store
Orders, refunds and discounts. No data team.
Load your costs
COGS, shipping and fees, mapped with us.
Rank & segment on margin
Value tiers and a margin-true RFM cube.
See state & predicted value
Lifecycle, migration and predicted CLV.
Get the audiences
Protect, win back and suppress, exported to send.