Customer Intelligence
Guide status: Data and operating guidance. Last reviewed 14 August 2026. Profile, consent, retention and segment controls must be verified in the installed version and against the merchant's applicable obligations.
Purpose
Customer Intelligence provides responsibly scoped customer context for decisions across Liva 7. It should help the team understand observed behaviour and useful group patterns while preserving uncertainty, consent and the distinction between a customer record and an inferred interpretation.
The workspace is not a licence to collect everything available or to create sensitive conclusions. Use the minimum data required for a clear purpose, and keep customer benefit and reasonable expectations in view.
Before you begin
- Define the decision or customer experience the information will support.
- Confirm the lawful basis, consent and market requirements applicable to that use.
- Check source, freshness, identity and retention states.
- Know whether you need individual-level information at all; prefer aggregated context where it is sufficient.
Read customer evidence carefully
Observed information records an event or fact supplied by an authorised source. Derived information is calculated from observations using a defined rule. Inferred information estimates a likely relationship or preference. Experimental information comes from a controlled comparison. Keep these labels available wherever the information influences a decision.
An audience or segment is an operating definition with inclusion rules and a timestamp. It is not a permanent truth about a person. Membership may change as data, consent or behaviour changes.
Use context responsibly
- Use clear eligibility and exclusion rules.
- Avoid sensitive attributes and proxies unless there is an explicit, reviewed and legitimate requirement.
- Do not turn lack of activity into a negative conclusion about intent.
- Retain a useful default experience for customers who are unknown, ineligible or do not consent.
- Review small groups for privacy, instability and unfair treatment risks.
When context is passed into Smart Content, bundles, opportunities or performance reporting, its evidence class and limitations should travel with it.
Safe use and fallback
If identity, consent or eligibility cannot be established, do not guess. Use the approved non-personalised experience and record the internal state as Unknown or Unavailable. Revoke or expire access when it is no longer required, and avoid putting customer-level detail in exports or support requests by default.
Privacy and security obligations depend on jurisdiction, contracts and actual processing. This guide is an operating framework, not legal advice; qualified review is required before publication and material changes.
You are finished when
- purpose, source, evidence class and retention are understood;
- consent and eligibility requirements are respected;
- the unknown or non-personalised experience is complete; and
- downstream decisions preserve uncertainty and avoid sensitive inference.