What is Customer Insights?
nova Intelligence Customer Insights is a tool that helps you better understand your customers through enriched data. By matching your customer records with a trusted third-party data provider, we reveal meaningful trends about who your customers are, including their lifestyles, financial behaviors, and preferences.
Data privacy is our top priority.
Only your data is visible to you. All insights are based on aggregated, anonymized traits from matched customers — no personal information is shown.
What You Can Learn
Customer Insights helps you answer questions like:
Who are my highest-value customers?
What do my customers do for fun?
Are my customers homeowners or renters?
What life stage are they in?
How do they compare to customers in similar businesses?
Understanding the Insights
Each section groups your customers by a different dimension. For every trait shown, you’ll see:
The percentage of your matched customers that fall into that trait
A benchmark comparison against your industry average
A definition tooltip to explain each trait clearly
Use these insights to adjust targeting, personalize messaging, explore new audiences, or identify gaps in your current customer base.
Insight Categories – What You’re Seeing and What It Tells You
1. Lifetime Value by Trait
This section shows how different customer traits relate to high or low purchasing behavior.
What you're seeing:
Traits like age, location, or gender are linked to how much value those customers typically bring.
What you can do with it:
Focus campaigns on traits tied to higher lifetime value
Shift budget to reach more profitable segments
2. Shopping + Entertainment
Shows where and how your customers like to shop or spend their leisure time.
What you're seeing:
Preferences like discount retail, high-end stores, online shopping, moviegoers, or travelers.
What you can do with it:
Align promotions with customer shopping behavior
Partner with brands or categories your audience prefers
3. Top Interests
A sneak peek at what topics or hobbies your audience is most engaged with.
What you're seeing:
Interests such as travel, fitness, tech, fashion, and more (once available).
What you can do with it:
Build creative around the things your customers care about
Develop new customer personas
4. Home + Real Estate
Explores your customers’ housing profile — whether they own or rent, property value, etc.
What you're seeing:
Breakdown of homeownership status, estimated home value, or whether customers live in urban/suburban/rural areas.
What you can do with it:
Adjust messaging tone and visuals to fit homeowners vs. renters
Identify premium markets based on property values
5. Life Stage
Describes your customers by household structure and age segment.
What you're seeing:
Segments such as is it people over 40, is it married, is it head of the house?
What you can do with it:
Tailor messaging for families, singles, or seniors
Launch products aligned to major life milestones
6. Finance + Wealth
Gives a view into your customers’ financial capacity and behaviors.
What you're seeing:
Traits such as income level, financial stability, discretionary spending habits.
What you can do with it:
Personalize offers based on buying power
Adjust price points and promotions
How to Use the Tool
Choose a Date Range
Use a preset filter (e.g., Last 30 Days) or select a custom date range to explore specific campaign periods.Review the Total Matched Customers
This tells you how many of your customers were matched to enrich their profiles. A higher number means stronger data reliability.Explore the Insight Categories
Navigate across the six categories to see how your audience compares to industry averages.Export Your Insights
PDF: A clean summary to share with stakeholders
CSV: Full raw insights for deeper analysis
Frequently Asked Questions
Why don’t I see all my customers?
Only customers matched with our third-party provider are included. You’ll see the number of matched customers displayed in the app.
What is a benchmark?
It’s the average percentage of customers in the same industry that have a certain trait. This gives you context for where your audience stands.
Can I change my industry?
Industry categories are predefined, but we can update them if they don’t reflect your business. Reach out to your account team.
Is my data secure?
Yes. We follow strict privacy standards. Matching is done securely, and no personally identifiable information is shown in your insights.
Support
Need help interpreting an insight or preparing for a strategy meeting? Contact your Account Manager or reach out through the in-app chat. We’re happy to help you get the most out of Customer Insights.