Overview
Marketer-first interface to discover, segment, and activate warehouse audiences—no SQL, just instant insight to action.
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 parent model of type Users selected as the source for Profiles • A connected and active data source
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:
Understand customers and key metrics without SQL.
Act through segmentation, orchestration, and sync.
Measure outcomes over time—including true uplift via A/B tests.
Less back‑and‑forth with data teams, faster iteration, clearer ROI.
Key Concepts
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.
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
🛣️ Journeys (coming soon)
Multi‑step flows across channels
Wait conditions, branching logic
Channel‑specific actions (email, ads, push)
Who is the Customer Hub for?
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
Getting Started
Enable Customer Hub with your account manager.
Select a Users parent model → DinMo materialises Profiles.
Build your first metric
Build your first audience, choose metrics, decide if you need a control group.
When ready, activate the Profiles API to query profiles in real‑time from your apps.
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