A cluster is a group of customers who are similar to one another based on their data: what they buy, how often, how much they spend, which channel they use, and which categories they prefer. Unlike a segment created manually using fixed rules, clusters emerge from analyzing the behavior of the entire customer base and identifying patterns that aren’t immediately apparent.

Why does it matter?

Clusters help you discover types of customers you didn't know you had. Perhaps there's a group that only shops during sales, another that always buys premium products, and yet another that buys gifts on specific occasions. Each group responds to different messages and offers.

• They give you a foundation for customization without having to create dozens of manual rules.
• They reveal opportunities: groups with potential that are currently overlooked.
• If they're updated frequently, they reflect how your customers' behavior changes.

Story mode

An online home goods store believed it had a single target audience. Upon analyzing the clusters, it identified three distinct groups: those who move and make large purchases all at once, those who update their decor every season, and those who only shop during sales events. With that information, it created a separate campaign for each group instead of a single newsletter for everyone.

How to Use It with Data4Sales

At Data4Sales, segmentation and clusters are updated daily based on each customer’s 360° profile. You can combine them with RFM segments, the customer lifecycle, and predictive models to build audiences, and activate them in WhatsApp, email, and SMS campaigns or sync them with Meta Ads and Google Ads.

If you'd rather describe what you're looking for in your own words, Orbis Audiences builds the audience using natural language and explains each filter it uses.

Related terms

• Segments
• RFM
• Hearings
• Predictive model