Retention & CRM
Segments your CRM can act on, built on profit.
Revenue-based segments keep mailing the wrong customers. Build RFM, win-back, and churn-risk segments on contribution margin — returns included — and sync them to Klaviyo, Voyado, or Attentive on a schedule.
Agent examples
Agents that keep the segments honest.
One rebuilds RFM on margin every Sunday and syncs it overnight; one catches high-LTV customers drifting toward churn; one watches the first-to-second-order paths and drafts the flow fix when a proven one breaks.
Segment Sync
Runs Sundays 22:00
Rebuild our RFM segments every Sunday on contribution margin — not revenue — and sync them to Klaviyo.
Reasoning
“Revenue-based RFM keeps promoting serial returners into the VIP tier — rebuild on margin so the segments mean what CRM thinks they mean.”
Queried modeled data
Orders, returns, and contribution margin per customer · full history
Used skill: segment-definitions
The team's own tiers — VIP, loyal, at-risk, lapsed — on margin
Rebuilt the segments
8 segments · 214 customers changed tier this week
Segments synced to Klaviyo
Synced overnightKlaviyo
Tier changes posted to #crm before Monday's send planning
App examples
The hub where CRM works from one truth.
The RFM grid on margin instead of revenue, cohorts on what a customer is actually worth — with every segment one sync away from Klaviyo, Voyado, or Attentive.
Apps /CRM Audience Hub···
Ask appCRM Audience Hub
RFM on contribution margin · returns & costs included
Customers
184K
Segments
8
Avg margin / customer
€64
Tier changes (wk)
214
Destinations
3
Value basis
Contribution margin
Market
All markets
Rebuilt
Sundays 22:00
Compare to
Last week
VIP
4.2K€312
margin / customer
Loyal
18.6K€148
margin / customer
Promising
31.4K€72
margin / customer
New
42.1K€38
margin / customer
At risk
22.8K€91
margin / customer
Lapsed
64.9K€21
margin / customer
Sync destinations
KlaviyoSynced 03:00
VoyadoSynced 03:00
AttentiveSynced 03:058 segments sync nightly to Klaviyo, Voyado & AttentiveQuestion examples
The questions CRM debates every week.
Which segments deserve the next send, whether the win-back actually worked — answered on the same margin definitions the segments are built from.
Getting started
Live before the end of the week.
No implementation project, no code, no analyst backlog — connect once, describe the workflow, and the whole team has it.
01
Connect your data once
Store, ad platforms, and logistics connect in about a day and stay maintained — nobody on your team owns a pipeline.
Rebuild our RFM segments every Sunday on contribution margin — not revenue — and sync them to Klaviyo.
02
Describe this workflow
Type what you want the way you'd brief a colleague. Every example on this page is a real prompt — that sentence is the whole setup.
Runs on schedule
LiveShared with the team
YLEMTAdjusted in chat
~40s
03
It's live for the whole team
Scheduled, shared, and permissioned from day one. Teammates use it without setting anything up, and changes happen in chat.
See this on your own data
Leave your email and pick a time — we'll walk through this workflow live on a 20-minute call.
The segment is the easy part.
What makes it worth sending to is everything underneath: customer value measured after returns, definitions the AI cannot misread, holdout-tested campaigns, and syncs the whole team can see.
01
The number is CM3, and everyone gets the same one.
Orders, spend, COGS, fulfilment and returns are reconciled into one profit figure. Marketing, finance and merchandising stop arguing about which export is right.
Profit waterfall
Revenue to CM3 breakdown for the current period. Each row shows the contribution or cost deducted.
Revenue
€284,000
COGS
−€112,000
Gross Profit
€172,000
Ad Spend
−€52,300
Shipping & Returns
−€28,400
Fixed Costs
−€18,700
CM3
€72,600
02
The AI never has to guess what a metric means.
Your metrics, markets and relationships are modeled before AI touches them, so it reads the definition your team set instead of inferring one from raw tables.
“Before, we struggled with fragmented insights from multiple tools. Now, with unified and enriched data from Dema's AI models, our strategic discussions are sharper, and our time spent on analysis is greatly reduced.”
Metrics
Select which metrics to include in this analysis. The agent will track and report on all selected metrics.
Search metrics
Available metrics
Revenue
Contribution Margin 3
ROAS
New Customer Rate
Impressions
CPA
Sessions
AOV
4 of 8 selected
03
Know which spend actually caused the growth.
Marketing mix modeling, incrementality tests and attribution sit inside the same profit model. A recommendation to shift budget arrives with the evidence behind it.
“Since we started using Dema's incrementality testing, we've gained a much clearer view of what truly drives incremental demand in our paid social. Those insights now guide a significant part of our global spend.”
Kousha Torabi
Co-founder, Ninepine
Varné Studios
Dashboards
Reports
MMM
Segmentations
Incrementality
Settings
MMM configurations
Net gross profit 3
New customer revenue + LTV
Gross sales
Net gross profit 3
Unsaved changes
Save
EUR
Last week
vsActual spend
Spend overview
AbsoluteRelative
Facebook Awaren...
Facebook Leadgen
Facebook Tr...
Google Generic
Google PMAX
Nordics
-21.5K
+12.3K
-1.2K
+5.9K
+1.1K
US
-8.3K
-6.1K
-14K
+1.4K
+3.1K
Australia
-0.09K
-0.05K
+3.1K
+0.6K
-0.5K
DACH
+14.5K
-15K
-0.8K
-16.4K
+1.5K
United Kingdom
+5.1K
-29K
-8.9K
+14.3K
+7.2K
France
-12K
-4.7K
+7K
-4.9K
-0.02K
-30K0+30K
Optimized vs actual spend
Ad spend76.7K-24% vs 99.1K actual
New customer revenue12.3K-4% vs 12.8K actual
Net gross profit 3155.2 K+17% vs 128.7K actual
Net gross profit 2119.8K+10% vs 203.6K actual
Gross sales221.5K+8% vs 203.6K actual
ROAS291%-8% vs 301% actual
Opportunities
MarketsChannels
ViewModel settings
Aggregation
Markets
Select allUS
Nordics
Australia
DACH
United Kingdom
France
Channels
Select allFacebook Awareness
Facebook Leadgen
Facebook Traffic
Google Generic
Google PMAX
TikTok
Snapchat
Pinterest
Metrics
Select allAd spend
New customer revenue
Net gross profit 3
Net gross profit 2
Gross sales
ROAS
epROAS
Recommended shift
+€9.8k profitMeta Prospecting
−€6,000
Google Search
+€6,000
Backed by incrementality tests, not platform attribution.
04
It already knows how your company works.
Organisation-wide instructions set the rules every agent follows, and each person's own preferences sit on top. New joiners inherit the house standard instead of learning it.
Organization instructions106/1500
Prioritize profit over revenue in all analyses. Always report CM3, not CM2. Focus on Nordic markets first.
Personal instructions129/1500
Show me weekly trends by default. Include new customer contribution in all reports. Highlight anomalies with a brief explanation.
05
A good prompt lives on one laptop. This runs for the team.
Share it, set who can edit, and have it delivered into Slack on a schedule. When that person leaves, the workflow stays.
Share
Share this analysis with team members or generate a public link for stakeholders.
People with access
Y
You
you@company.com
LE
Lisa Eriksson
lisa@company.com
MT
Marketing Team
team channel
Link settings
Anyone with the link can view
06
The tool your team wanted, live this afternoon.
Build the app around how the team actually works instead of waiting for a roadmap. Anyone who can describe the change can make it.
“With Dema Agent, what took two people three to four months now runs in a single command. We built 20 skills in three weeks without writing a line of code.”
Weekly Performance: NordicsMar 31 – Apr 6
07
Teams like yours already shipped this.
More than a million AI actions run inside Dema every month, at brands like Acne Studios, Axel Arigato and Represent. These are workflows their own commercial teams built, not pilots a vendor set up.
AI actions run in Dema every month
1M+
Anyone can get an answer once.
The question is whether the segment knows what a customer is worth after returns, whether it reaches your CRM tool without a CSV, and whether the win-back was measured against a holdout. That is the difference between a prompt and a system.
An AI assistant on your exports
Where the numbers come from
An AI assistant on your exports
A customer export from the moment someone downloaded it — no returns, no costs, no history.
Dema
Full order history with margin, returns, and acquisition cost per customer.
What a metric means
An AI assistant on your exports
“VIP” and “at risk” re-invented in the prompt, differently by each person who asks.
Dema
Segments defined once by your team, then reused by every sync, send, and answer.
Whether the recommendation holds up
An AI assistant on your exports
Calls the campaign a win because open rates looked good.
Dema
Reactivation measured against a holdout — incremental orders and margin, not opens.
Who gets it, and when
An AI assistant on your exports
Whoever remembers to re-run the prompt and upload the CSV to the CRM tool.
Dema
Segments sync to Klaviyo, Voyado, and Attentive overnight, on a schedule.
What happens when the data is wrong
An AI assistant on your exports
It answers anyway, in exactly the same confident tone.
Dema
A broken sync or an impossible segment size gets flagged before a send goes out.
What it is allowed to change
An AI assistant on your exports
Nothing. You rebuild the audience in each tool by hand.
Dema
Audience updates and flow changes execute in connected tools after approval.
Where it runs
An AI assistant on your exports
Customer data pasted into the provider's default region, on their terms.
Dema
EU or US inference, your choice, and never used to train a model.
A one-off idea, right now
An AI assistant on your exports
Genuinely better. No setup, no connection, no context — just ask it.
Dema
Built for segments that rebuild weekly, which is more than a throwaway question needs.
Loyalty, analyzed properly
“Dema's Agent is truly mind-blowing. We struggled to get AI to understand our data structures and metrics, but Dema worked perfectly right out of the box.”
Questions
Questions about profit-based CRM segments
Klaviyo, Voyado, and Attentive are connected destinations — segments sync on the schedule you set, and audience changes in Meta run through the same approval flow. No CSV exports, no re-uploading.
They are built on contribution margin per customer — returns, costs, and acquisition spend included — instead of revenue. A serial returner stops looking like a VIP, and a quiet high-margin customer stops being ignored.
Yes. Your team defines the tiers and thresholds once — VIP, loyal, at-risk, lapsed, or whatever your program uses — and every rebuild, sync, and answer reuses those definitions.
Against a holdout, not against opens. A share of the audience is kept aside, and the campaign is judged on incremental orders and margin versus that group — so a reactivation that would have happened anyway does not count as a win.
Only within the permissions you set. The default is that flow updates and audience changes are prepared and wait for a named approval — you can keep it fully read-only, or let low-risk syncs run automatically.
Bring your segment list