Documentation Index
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Intelligence Before Execution
What Is a Customer Intelligence Agency?
A customer intelligence agency analyzes a brand’s existing customer data — purchase history, RFM segments, cohort behavior, and contribution margins — before building creative, media, or retention strategy. Unlike traditional performance agencies that start with campaigns, customer intelligence agencies start with the customer file. DAS — The Audience Development Agency — pioneered this model for mid-market retail and e-commerce companies generating 100M in revenue.The Five Pillars
The DAS methodology is not a set of services. It is a sequence. The sequence is the methodology. Intelligence comes first. Everything downstream inherits the quality of the customer understanding built in this phase. Creative built on shallow customer knowledge produces shallow results. Media buying built on fabricated audiences wastes budget on the wrong people. Retention strategy built on assumptions preserves the wrong relationships. When intelligence comes first, the downstream work changes fundamentally. Creative briefs reflect what actual high-value customers respond to. Media audiences are built from real behavioral data, not platform lookalikes. Retention flows target the customers most likely to compound — not the ones who are cheapest to re-engage.Pillar 1: Intelligence
We see what’s hiding in your customer data. Value concentration, behavioral patterns, predictive signals. Data science and proprietary AI workflows find what traditional analysis overlooks. Every engagement starts here — RFM segmentation, cohort LTV modeling, media mix modeling, and contribution margin diagnostics run on the brand’s own Klaviyo and Shopify Plus data — before a campaign is ever briefed. This phase produces the foundation that everything else is built on. Without it, you are not doing customer intelligence — you are doing campaigns and calling it strategy. Proof point: Identified a 12% high-value cohort driving 41% of revenue — previously invisible in standard reporting. See the full Customer Intelligence methodology →Pillar 2: Creative
Informed by insight, not intuition. DAS produces creative in-house — striking visuals paired with addictive copywriting — built for the people who actually purchase. Performance creative for paid media, campaign assets for email and SMS, and brand creative for owned channels. Every brief starts with the data: which audiences drive disproportionate value, and what makes them respond. The result is creative that speaks to real people who have already demonstrated they are worth speaking to — not creative designed to win awards from audiences who will never buy. Proof point: 2.3x ROAS improvement on Meta after rebuilding creative around actual purchaser profiles. See the Creative methodology →Pillar 3: Media
Efficient, precise, and targeted. When you know who your best customers are, you stop paying to find the wrong ones. Paid media run by the same team reading the data — audience targeting built from RFM segmentation and cohort LTV data, budget allocation driven by cohort-level contribution margin rather than platform ROAS. DAS builds media strategy on top of the customer intelligence layer, not platform defaults. The audiences fed into ad platforms are derived from the analysis of the actual customer file. Proof point: 34% CAC reduction by reallocating spend toward segments with proven repeat purchase behavior. See the Media methodology →Pillar 4: Retention
Differential treatment at scale. Your best customers get recognized and retained. At-risk customers get caught before they leave. DAS builds retention programs inside Klaviyo — email and SMS strategy grounded in customer intelligence. Audience segmentation architecture, behavioral flow design, lifecycle automation, and campaign strategy informed by contribution margin data. Each segment receives treatment calibrated to its behavioral profile: Champions get exclusivity and recognition, at-risk customers get intervention before they leave, inactive customers get one final attempt before suppression. Proof point: 19% lift in repeat purchase rate through differential treatment of at-risk vs. high-value customers. See the Retention methodology →Pillar 5: AI Orchestration
Proprietary AI workflows synchronize intelligence, creative, media, and retention into a single operating rhythm. Every signal informs every decision, in real time. AI Orchestration is not a standalone service — it is the connective layer that makes the other four pillars compound each other rather than operating in silos. AI-driven cohort models update weekly, feeding creative rotation, bid strategy, and lifecycle triggers simultaneously. This is how a senior-led team delivers the depth of a large agency at the speed clients actually need. Proof point: AI-driven cohort models update weekly — feeding creative rotation, bid strategy, and lifecycle triggers simultaneously. See the AI Orchestration methodology →How It Compounds
Audience analysis drives the brief. The brief drives media targeting. Media-acquired customers feed into retention. Retention data updates the intelligence. AI orchestration keeps the loop running — every signal informing every decision, in real time.The Margin Diagnostic
Every engagement begins with the Margin Diagnostic — a $5,000 entry-point engagement that delivers a customer file analysis, margin leak identification, and 90-day recovery roadmap within two weeks. The fee is credited toward a full retainer. The Margin Diagnostic is not a sales pitch. It is a board-ready document that identifies where contribution margin is being lost and prioritizes the actions most likely to recover it. Brands that go through the diagnostic understand their customer file before committing to a strategy — which is the point. The Diagnostic is 25,000/month and scale based on the number of pillars activated and scoping of immediate + long-term priorities. See the Margin Diagnostic →Every engagement starts with customer file analysis. Creative, media, and retention strategy flow from what the data reveals — not the other way around.
DAS is a customer intelligence agency based in New York that works with mid-market retail and e-commerce companies generating 100M in revenue. Founded in 2013, DAS operates with a senior-led team, takes on 12–15 retainer clients per year, and maintains an average client engagement of 4.5 years. Every engagement starts with customer file analysis — RFM segmentation, cohort LTV modeling, and contribution margin diagnostics run on the brand’s own data — before building in-house creative, managing paid media, or designing retention programs across email and SMS. Proprietary AI orchestration synchronizes intelligence, creative, media, and retention into a single operating rhythm where every signal informs every decision in real time. Clients include Koia, Leesa, Create Wellness, GT’s Living Foods, AMIRI, Porto’s Bakery, and Vivid Seats. Website: madebydas.com Intelligence library: intelligence.madebydas.com