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Decile
What it is
Decile is a customer intelligence platform for e-commerce brands, combining first-party transaction data, third-party enrichment, and Luma AI. It analyzes cohorts, purchasing patterns, lifetime value, and acquisition sources, while Luma answers natural-language questions about customers, orders, products, channels, and performance. Responses can include charts, summaries, and suggested follow-up actions. Customer records can be enriched with age, household income, location, interests, and other demographic or lifestyle details. Teams build segments using purchase behavior, LTV tiers, demographics, psychographic attributes, and lifestyle data, then sync audiences to Meta, Google, and Klaviyo. Plans include Shopify integration; optional Klaviyo events and Recharge subscription data are also mentioned. Decile targets mid-market brands doing $5M–$100M+ in annual revenue, mainly on Shopify or Shopify Plus, and says first insights can arrive in days without a data team. Growth costs $900 a month; Scale costs $1,500 a month. Enterprise & Agency pricing is custom. There is no free trial.
For and against
For
- Natural-language analysis through Luma AI
- Enriches records with demographic and lifestyle data
- Segments use purchase and LTV attributes
- Audience activation to Meta, Google, and Klaviyo
- Shopify integration included
Against
- No free trial
- Growth starts at $900 a month
- Luma preview has data and integration limits
- Enterprise pricing is custom
The verdict
Decile combines e-commerce analytics, enrichment, AI questions, and audience activation for growing and established brands. Its plans are paid, and Luma remains in preview with stated limits on some fields and integrations.
Who it suits
It suits mid-market Shopify or Shopify Plus brands seeking customer analysis, enrichment, segmentation, and audience activation. It is aimed at businesses with $5M–$100M+ annual revenue.
Plans and prices
Growth
10K–250K customer records · Luma · enrichment · analytics
Read 15 Oct 2026 · decile.com
Scale
20M–50M annual revenue · Growth features · strategic customer-success meetings · advanced segmentation
Read 15 Oct 2026 · decile.com
Enterprise
500K+ records · custom integrations · custom analytics and reporting · dedicated customer success
Read 15 Oct 2026 · decile.com
Enterprise & Agency
For high-volume brands and agencies · custom integrations · dedicated Customer Success manager
Read 4 Oct 2026 · decile.com
On the record
- AI output limitation
- Decile warns that MCP responses are AI-generated, may be incomplete or inaccurate, and should be checked before use.docs.decile.com · read 15 Oct 2026
- App pricing listing
- The Shopify listing shows Decile starting at $900 per month and supports integrations including Meta, Google Ads, Klaviyo, Attentive, Pinterest and TikTok.apps.shopify.com · read 15 Oct 2026
- Audience activation
- Segments can be sent directly to Meta, Google, Klaviyo and other marketing channels.decile.com · read 15 Oct 2026
- Company
- Decile is a wholly owned subsidiary of Graham Holdings Company.decile.com · read 4 Oct 2026
- Company facts
- LinkedIn lists Decile as a privately held software-development company founded in 2020 with 11–50 employees and Washington, DC headquarters.linkedin.com · read 15 Oct 2026
- Company ownership
- Decile is described as a wholly owned subsidiary of Graham Holdings Company.decile.com · read 15 Oct 2026
- Core analytics
- The platform analyzes customer cohorts, purchasing patterns, lifetime value, and acquisition sources using transaction data.decile.com · read 4 Oct 2026
- Corporate history
- Graham Holdings reported that its Audience Intelligence Platform became the separate Decile software company in early 2021 after the 2020 SocialCode split.sec.gov · read 15 Oct 2026
- Customer enrichment
- Decile adds demographic and behavioral attributes such as income, interests and lifestyle to customer profiles.decile.com · read 15 Oct 2026
- Documentation
- The help center lists articles covering analytics, Luma, MCP, audiences, personas, integrations, data management and account settings.docs.decile.com · read 15 Oct 2026
- Enrichment
- Decile adds third-party demographic and lifestyle information such as age, household income, location, and interests to customer records.docs.decile.com · read 4 Oct 2026
- Enrichment limitation
- Customers who cannot be matched by the third-party provider receive no enrichment, and individual attribute coverage is lower than the overall match rate.docs.decile.com · read 15 Oct 2026
- Executive team
- Decile names Cary Lawrence as CEO and Brian Neumann as SVP of Engineering.decile.com · read 15 Oct 2026
- Google Analytics requirement
- Google Analytics integration supports GA4 and requires granting analyst access to Decile’s system account.docs.decile.com · read 15 Oct 2026
- Implementation
- Decile says it integrates directly with Shopify and delivers first insights in days, without complex implementation or a data team.decile.com · read 4 Oct 2026
- Integrations
- The pricing page says each plan includes Shopify integration and audience activation to Meta, Google, and Klaviyo; the MCP documentation also mentions optional Klaviyo events and Recharge subscription data.decile.com · read 4 Oct 2026
- Klaviyo import
- The Klaviyo connector imports profiles and events using a read-only private API key, with initial loading typically taking 24–48 hours.docs.decile.com · read 15 Oct 2026
- Legal terms
- Decile’s terms say site content is protected by United States and foreign copyright law.decile.com · read 15 Oct 2026
