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Smart Customer Data Platform (SCDP)
Smart Customer Data Platform (SCDP)
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Written by Triple Whale
Updated over a week ago


A CDP, or Customer Data Platform, is an integral tool for any 21st-century marketer, allowing you to segment your customers into groups that can be targeted and micro-targeted to show the right message at the right time. A CDP utilizes hundreds of data points about each of your customers, allowing for much more sophisticated segmenting and targeting.

Triple Whale’s Smart CDP takes advantage of all of the data that we track, from Shopify, our Pixel tracking, and connections to other platforms. Each of these sources provide unique traits with which you can build segments, to be used in your marketing and reporting.

With Triple Whale’s CDP, you can input unique queries using our segment builder to create a segment of customers that matches the query. Once you build a segment, it will be recalculated daily so that customers who become relevant, or irrelevant, will we added or removed from the segment accordingly.

Segment Builder

Click Create Segment to begin building your first segment.

We offer a few Segment Templates for you to explore, utilize or gain inspiration from:

  • Big Spenders: These are customers who have spent over $50 in the past but haven't bought in the past 3months. Customers in this segment have proven themselves to be valuable and have brought in revenue in the past. You can likely generate even more profit by retargeting them.

  • Lost Customers: These are customers who bought more than 2 products in the past 6 months but haven’t bought in the past month. You can increase your LTV on these customers with a lower acquisition cost by retargeting them.

  • Engaged Customers: These are customers who clicked on a Facebook ad in the last 3 months but haven’t bought since then. They expressed interest; now is the time to re-engage them and complete their conversion.

Create a Segment

First, name your segment something unique that will help you remember what the segment represents. Now the customization begins!

Every segment begins with one of the following three conditions:

1. Performed an Action: this will show you all of the actions that you can filter your customers by:

  1. Made (or has not made) a purchase

  2. Clicked (or has not clicked) on an ad - available only to shops using Pixel

  3. Visited (or has not visited) a URL - available only to shops using Pixel

When you select “Performed an action,” you will be shown two options: Have or Have not. This allows you to easily segment users who did or did not take a certain action, in a certain time period. The Have not option appears for all three action types presented.

After choosing “Have” for any of these options, you will then be prompted to choose the number of times a user took the action. If you choose equals 0, for example, you are in essence filtering to all customers who took the action 0 times (which means, have not taken the action).

2. Have certain characteristics: This will show you all of the attributes or characteristics about our customers that you can filter by.

3. Are part of segment: This allows you to create one segment based on another segment

Date Range

Next, you select a Date Range. By default, All Time is selected, which means that you are filtering for customers who either took the action or had certain characteristics ever. This selection can be changed to limit the time that you'd like to be used to build the query.

For example, if you change All Time to Between 1/1/21 and 2/1/23, your segment now will only include users who took the selected action between those dates. If you use a dynamic time selector, like Under 3 Months Ago for example, only those customers who took the action in the last 3 months will be included. When using dynamic selectors that are relative to today's date, customers will "age in" and "age out" to your segment on a regular basis.


Applying a Where filter will limit the original selection even more. Using where, you are able to decide that instead of including everyone who either took (or did not take) a certain action or who has certain characteristics, you want only people whose action or characteristics match certain criteria. So, for example, if you are creating a segment based on whether or not someone made a purchase, you might want to use a Where to limit it to only those whose order has a specific order tag, or whose purchase was over a certain dollar amount.


To make more complex segments based on more than one filter, you can use And and Or functions.

By selecting Or, you are creating a segment of people who fit either one of the criteria that you built. "Or" is much more inclusive, and will result in a larger segment than if you had only used one set of criteria.

By selecting Add condition, you are in essence adding an "And." This means that only people who match both criteria should be included in the segment. "Add condition" makes the segment more exclusive, and will result in a smaller segment than if you had used one set of criteria.

RFM Audiences

Your CDP comes pre-loaded with 6 pre-built segments. These are Triple Whale’s own RFM audiences. RFM stands for recency, frequency, and monetary value. Triple Whale examines all of your customers, from all time, and splits them into buckets based on RFM scoring. You can recognize these audiences since they have a small AI icon next to them.

Our RFM audiences are defined as follows:

  • Loyal: Customers who buy the most often from your store.

  • Core: Highly engaged customers who have bought most recently, the most often, and have generated the most revenue.

  • Newbies: First-time buyers on your site.

  • Whales: Customers who have generated the most revenue for your store.

  • Promising: Customers who return often, but do not spend a lot.

  • Lost: Lost customers

Segment Reporting

The main screen of your CDP will show all of your segments and allow you to explore different data points about each one.


For all of your segments, there are certain metrics you are provided with, which can be seen in the table or on the graph itself.

It is important to realize that the metrics shown on the graph represent the data about the segment as a whole, and are not impacted by the date range selected when building the query. The date range selected will determine who is included in the segment. The metrics, like revenue and number of orders, will be tallies all-time of those customers.

These are segment size, Number of Orders, Revenue (this number includes refunds), and LTV 30-60-365. The LTV metrics are calculated by looking at the purchasing history of all of the customers in the segment. So, the LTV 30 is made of all of the orders made in the first 30 days (post first purchase) of everyone in the segment divided by total number of customers.

Important to note: metrics are only available from when the segment was created. So, the graph will only show the time-range from the date of creation.


Click on the checkbox on the leftmost column to add a segment to the graph on the top of the page. You can change the metric being shown in the graph by clicking the dropdown in the top right of the graph.

View Query

To view the query that is actually building your segment, click on the small eyeball icon next to the title.

Analyze Segment

You can also click into any segment to see the specific customer data of that segment. Track AOV and LTV over time, and export the data to further review with your team.

Segment Reporting in Insights Pages

All of the segments you create in the CDP can then be analyzed using any of the tools found in the Insights section of your dashboard. At the top of every page, you'll see a dropdown which states "View For" and then will list all of your segments from the CDP. So, not only do you see the high-level reporting that is found in the table on the CDP page, but you can even do Cohort and LTV Analysis on a specific sub-set of your customers.


There are several actions that can be taken on your segments.

1. Sync with Facebook

With one click, you can sync a segment with Facebook, to create an audience in your Facebook Business account. Within a few minutes of syncing, you can expect to see a new audience in Facebook with the same name as your segment. We will also automatically create a lookalike audience for the segment in Facebook, to give you more flexibility in using the audiences inside of Facebook.

The audience will be updated once/day as long as it is synced.

To un-sync an audience, simply click that action after it is connected.

2. Sync with Klaviyo

You can now sync any of your Triple Whale segments with Klaviyo to create a dynamic list that will be updated daily.

After you've created a segment in the SCDP, click the three dots in the furthest column on the right and choose "manage syncs".

Next, choose "Create a sync segment" and choose the Klaviyo account you've already connected to Triple Whale via our Integrations manager.

Clicking submit will automatically push the customers included in your segment to Klaviyo as a list.

  • Every list added to Klaviyo from Triple Whale will be titled as Triple Whale Generated SCDP Audience {{SEGMENT_NAME}} in your Klaviyo account. The dynamic variable {{segment_name}} will use the title you used when creating the segment.

  • Segments are updated every 24-48 hours with customers that match the conditions you've set. Which means that customers will be added and removed from your segment and list as they match or don't match your conditions. These changes will be reflected in the list that's synced with Klaviyo as well.

  • Your synced lists can be visualized in Klaviyo by navigating to Audience > Lists & Segments from within your Klaviyo account.

3. Export CSV

You can export a CSV of your segment to use it for other purposes like email marketing. The CSV file will contain all of the customers who are currently in the segment. Fields included in the CSV: email address, zip code, first name, last name, city, state, country, and external ID.

Copy a Segment

Currently, it is not possible to edit a segment once it has already been created. This is because the reporting and metrics over time would be inaccurate since the definition of the segment changed.

You can make a copy of a segment which will open the Segment builder pre-filled with the current query, so that you can then edit and tweak the definition. You can also edit the name again.


You can simply rename your query.


Use this option to delete your segment altogether, including all metrics and data about the query.

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