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01 · Understand · Nexus

Find what is
happening and why.

Nexus works across analytics, CRM, transactions, sales and media to explain what changed. It separates findings from hypotheses, shows the evidence behind each answer and says what the data cannot tell you.

Constructed order components: baseline 6,730; seasonality 345; paid search 1,397; paid social 1,049; retail media 641. Total 10,162. Not a fitted MMM.
Guiding question
“Show me the evidence.”
How it works

Analytical, precise and skeptical of conclusions the data cannot support. Nexus says what it found, what it suspects and what it would check next.

The problem it solves
Numbers live in different tools and each one tells a different story. Teams act on a correlation before anyone checks what could explain it.
What it produces
A finding with its evidence: an analysis, a chart or table, the hypotheses still open and the measurement method that fits the question.

What Nexus can do.

  • Ask across the business. Analytics, CRM, transactions and media in the same question.
  • Trace the evidence. Sources, definitions and alternative explanations behind each answer.
  • Choose the right measurement. Modeled contribution, attribution credit and experimental effect, kept apart.
Example conversationRetail · monthly review
  1. You

    Which categories lost repeat buyers this month?

  2. Nexus

    The decline is concentrated in two categories: personal care and snacks. I can compare purchasing frequency and recent promotions before treating either as a cause.

  3. You

    Do that, and tell me what you can’t conclude yet.

  4. Nexus

    Both categories lost buyers whose last order was 35 to 60 days ago. Promotions changed in snacks only, so they can’t explain personal care. That gap is worth investigating before we act.

Why it holds: Same customer base and definitions in both months. A drop is an observation, not a cause.

OutputRepeat buyers by category · this month vs. last
CategoryLast monthThis monthChange
Personal care4,1203,610−12.4%
Snacks6,8806,190−10.0%
Beverages5,3005,240−1.1%
Household3,9503,920−0.8%
NextAura defines the audience around the lapsed buyers.

Illustrative script with fictional data. It shows how the work feels; it is not a transcript or a product screenshot.

Try Nexus in a simulation.

Interactive simulation · illustrative data · not a product screenshot

What connects our most valuable audiences?
The strongest relationship is repeat behavior, not a demographic label. Here is a connected view of the signals behind the opportunity.
NEXUS / VISUAL ANSWER

The relationship behind the opportunity.

Style + movement
76%
Repeat exploration
62%
Price-only browsing
24%
Observation

Repeat exploration spans style and movement in this cohort.

Next question

Does a versatile everyday-use message help people choose?

Context: City explorers · creative A

Continue with Aura →

One example,
five stages.

A retailer asks why repeat purchases fell in the North region. The same question, region and period travel through every stage. Illustrative workflow; the numbers are not client results.

  1. 01 · UnderstandNexusRepeat purchases fell 11.8%, concentrated among customers whose last order was 35–60 days ago.
  2. 02 · DefineAura42,380 customers match. Prioritize frequent buyers with no purchase in 45+ days.
  3. 03 · CreatePrismThree retention concepts from your brand rules and product catalog.
  4. 04 · ActivateRadianMeta customer audience, push and email. 80% test, 20% holdout. Ready for review.
  5. 05 · LearnShared systemIllustrative result: 7.4% relative lift in repurchase rate versus holdout. Back to Understand.↺ Returns to Understand