🗄️ The 360° signals behind every synthetic customer
Customer data we use to ground the swarm
Eight behavioural signals from a 10,000-customer panel across the past 6 months, aggregated into a 360° profile for every synthetic customer.
10,000
customers in panel
6 mo
rolling history
8
behavioural signals
360°
profile fidelity
🛒
Transactions & purchases
Frequency, recency, value, channel and basket mix — the backbone of spend behaviour.
Total orders
46,100
GMV (6 mo)
$1934k
Avg order value
$41.95
Repeat rate
62%
Data Stats
Monthly orders
Channel mix (% of orders)
⭐
Reviews & ratings
Star ratings, sentiment and product affinity drawn from what customers say.
Avg rating
4.2/ 5
Reviews collected
10,000
Positive sentiment
73%
Top-2 box (4+5★)
73%
Data Stats
Star rating distribution
Sentiment over time
💬
Feedback & surveys
NPS, CSAT and free-text themes that reveal motivations and friction.
NPS (Jun)
44
CSAT (Jun)
85%
Survey responses
7,512
Themes extracted
180+
Data Stats
NPS & CSAT trend
Top themes (mentions)
↩️
Returns
Return reasons and rates — a strong negative signal for fit and satisfaction.
Avg return rate
5.7%
Trend (vs Jan)
−2.1 pp
Returns processed
3,420
Top reason
Fit
Data Stats
Return rate by month
Return reasons (%)
📄
Contracts
Tenure, terms, renewals and upgrades that show commitment and lifetime value.
Avg tenure
2.6yrs
Renewal rate
88%
Upgrades (6 mo)
1,620
Downgrades (6 mo)
345
Data Stats
Tenure distribution
Renewals · upgrades · downgrades
🧾
Billing
Plan, payment health and dunning history, a proxy for budget and reliability.
On-time payments
78%
Avg revenue / cust.
$48/mo
Failed payments
3%
Active plans
10,000
Data Stats
Payment health
Plan mix (customers)
🎧
Support tickets
Volume, severity and resolution effort — early indicators of churn risk.
Tickets (6 mo)
4,580
Avg resolution
14.6h
P1 incidents
48
Self-served
32%
Data Stats
Ticket volume by severity
Avg resolution time (hours)
💰
Budget & income band
Estimated disposable budget used to test price sensitivity per segment.
Median income
$62k/yr
Median budget
$140/mo
Budget utilization
52%
High income (>$100k)
18.5%
Data Stats
Income band distribution
Median budget utilization (%)