# Overview

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The Customer Hub is an additional module and only available on the Enterprise Plans.
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The **Customer Hub** is DinMo’s marketer‑first interface that turns warehouse data into actionable customer insights. It gives marketing teams a 360° view of their customers, lets them build and analyse audiences, and measures the real impact of every activation.

> **Prerequisites**\
> • Customer Hub module enabled by your account manager
>
> • A connected and active data source
>
> • A **parent model** of type *Users* selected as the source for Profiles

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### Why the Customer Hub matters?

Traditionally DinMo focused on data movement for data teams. Customer Hub shifts the centre of gravity to **marketers**, letting them:

1. **Understand** customers and key metrics without SQL.
2. **Act** through segmentation, orchestration, and sync.
3. **Measure** outcomes over time—including true uplift via A/B tests.

Less back‑and‑forth with data teams, faster iteration, clearer ROI.

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### Key Concepts

| Concept                 | What it is                                                                                                                                                                                                          | Why it matters                                                                         |
| ----------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | -------------------------------------------------------------------------------------- |
| **Profile**             | A record derived from a *Users* parent model. Includes identifiers (email, user\_id, anonymous\_id), native attributes, plus **computed** attributes such as audience membership flags and latest metric snapshots. | Single source of truth for each person; fuels the Profiles API and Customer Hub views. |
| **Metric**              | An aggregate measure computed on an *Events* / *Transactions* model (e.g. revenue, number of orders, AOV). Metrics can be calculated **per profile** *and* rolled‑up **per audience**.                              | Lets you benchmark audiences and quantify campaign impact.                             |
| **Audience**            | A cohort—subset of Profiles—built either by importing an existing segment from the parent model or by using DinMo’s Audience Builder.                                                                               | Targeting unit for activations, experiments, and reporting.                            |
| **Membership Tracking** | Option on an audience to store entry/exit timestamps.                                                                                                                                                               | Enables churn windows, win‑back logic, and trend charts.                               |
| **Control Group**       | A percentage of an audience excluded from treatment.                                                                                                                                                                | Unlocks A/B testing and uplift measurement on chosen metrics.                          |
| **Profiles API**        | Low‑latency REST API that surfaces profile data (identifiers, attributes, audience flags, metrics) once Customer Hub is configured.                                                                                 | Power onsite personalisation and decisioning with <30 ms p99 latency.                  |

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### What you can do in the Customer Hub

#### 🔍 Profiles Explorer

* Search by any identifier
* Inspect attributes & computed fields
* View activity timeline (events, audience entry/exit)

#### 📊 Audience Metrics Dashboard

* Out‑of‑the‑box metrics: Revenue, Orders, AOV
* Custom metrics built with your formulas
* Compare audiences side‑by‑side

#### ✂️ Audience Builder

* Visual and natural‑language filters on Profiles
* Import existing segments from the parent model
* Toggle **membership tracking** and pick **metrics to monitor**

#### 🧪 Experiments

* Split an audience into **Treatment** and **Control**
* Track uplift on any selected metric
* Export results or sync winning segments

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### Who is the Customer Hub for?

| Persona                          | Benefits                                             |
| -------------------------------- | ---------------------------------------------------- |
| **CMO / VP Marketing**           | Always‑on view of marketing KPIs and audience trends |
| **Growth / Lifecycle Marketers** | Self‑serve segmentation, activation, and testing     |
| **Performance Marketers**        | Measure true incremental uplift without SQL          |

Data teams remain owners of data models but no longer need to:

* Write ad‑hoc analysis SQL
* Set up experiments manually
* Interpret campaign results for marketing