Decile
Decile is a customer intelligence platform for e-commerce brands, combining first-party transaction data, third-party enrichment, and its Luma AI analyst.
What Decile is
Decile is a customer intelligence platform for e-commerce brands, combining first-party transaction data, third-party enrichment, and its Luma AI analyst. It analyzes customer cohorts, purchasing behavior, lifetime value, and acquisition sources. Luma accepts natural-language questions about customers, orders, products, channels, and performance, and can return charts, summaries, and suggested next actions. Customer records can be enriched with demographic and lifestyle details such as age, household income, location, and interests. Teams can create 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 data sources include Klaviyo events and Recharge subscriptions. Decile says it is aimed at mid-market e-commerce brands, primarily Shopify or Shopify Plus businesses, and can deliver first insights 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 plan or trial. Luma is in public preview, with some data fields and integrations not supported during that period.
Good
- Analyzes cohorts, purchase patterns, lifetime value, and acquisition sources.
- Luma answers natural-language questions and can provide charts.
- Supports segmentation by purchase behavior, demographics, and lifestyle.
- Syncs audiences to Meta, Google, and Klaviyo.
- Plans include Shopify integration.
Watch out
- No free plan or free trial.
- Growth costs $900 a month.
- Luma preview excludes some fields and integrations.
- Enterprise & Agency pricing is custom.
Who it suits
Decile suits mid-market e-commerce brands, especially those using Shopify or Shopify Plus. It may fit teams that want to analyze customer behavior and activate audience segments across supported destinations.
Verdict
Decile combines e-commerce customer analysis, enrichment, AI question answering, and audience activation. Consider the plan cost and Luma preview limitations when evaluating whether it fits your team.
Plans and prices
From Decile's own pricing page, checked 15 Oct 2026.
| Plan | Price | What it gives you |
|---|---|---|
| Growth | $900 a month | 10K–250K customer records · Luma · enrichment · analytics · predictive LTV · persona segments · marketing sync · unlimited users · monthly |
| Scale | $1,500 a month | 20M–50M annual revenue · Growth features · strategic customer-success meetings · advanced segmentation · priority support · monthly |
| Enterprise | Priced on request | 500K+ records · custom integrations · custom analytics and reporting · dedicated customer success |
| Enterprise & Agency | Priced on request | For high-volume brands and agencies · custom integrations · dedicated Customer Success manager · Custom Tailored to your scale |
The facts
Each one read from Decile's own pages, with the date it was checked.
What it does
- AI output limitation
- Decile warns that MCP responses are AI-generated, may be incomplete or inaccurate, and should be checked before use.checked 15 Oct 2026
- Audience activation
- Segments can be sent directly to Meta, Google, Klaviyo and other marketing channels.checked 15 Oct 2026
- Core analytics
- The platform analyzes customer cohorts, purchasing patterns, lifetime value, and acquisition sources using transaction data.checked 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.checked 15 Oct 2026
- Customer enrichment
- Decile adds demographic and behavioral attributes such as income, interests and lifestyle to customer profiles.checked 15 Oct 2026
- Documentation
- The help center lists articles covering analytics, Luma, MCP, audiences, personas, integrations, data management and account settings.checked 15 Oct 2026
- Enrichment
- Decile adds third-party demographic and lifestyle information such as age, household income, location, and interests to customer records.checked 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.checked 15 Oct 2026
- Google Analytics requirement
- Google Analytics integration supports GA4 and requires granting analyst access to Decile’s system account.checked 15 Oct 2026
- Implementation
- Decile says it integrates directly with Shopify and delivers first insights in days, without complex implementation or a data team.checked 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.checked 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.checked 15 Oct 2026
- Legal terms
- Decile’s terms say site content is protected by United States and foreign copyright law.checked 15 Oct 2026
- Limit: Capterra workflow gaps
- Capterra reviewers requested stronger connections to goals, traffic, inventory and messaging metrics, plus simpler self-guided onboarding and better export formatting.checked 15 Oct 2026
- Luma AI
- Luma answers natural-language questions about customers, orders, products, channels, and performance, and can provide charts, summaries, and recommended follow-up actions.checked 4 Oct 2026
- Luma AI analyst
- Luma answers ecommerce questions in natural language using Decile’s proprietary model of seasonality, cohorts and repurchase behavior.checked 15 Oct 2026
- Luma data limits
- During preview, Luma does not support some custom attributes, certain Decile-specific fields such as CAC and the full Acxiom enrichment catalog, Decile Audiences, or ad-platform and other non-e-commerce integrations.checked 4 Oct 2026
- Luma preview
- Luma is in public preview and is available across plans at no additional cost during the preview period.checked 4 Oct 2026
- MCP data coverage
- The MCP exposes revenue, orders, products, customers, cohorts, campaigns, demographics and saved audiences, with Klaviyo and Recharge data when enabled.checked 15 Oct 2026
Where it runs
- 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.checked 15 Oct 2026
The company
- Company
- Decile is a wholly owned subsidiary of Graham Holdings Company.checked 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.checked 15 Oct 2026
- Company ownership
- Decile is described as a wholly owned subsidiary of Graham Holdings Company.checked 15 Oct 2026
- Executive team
- Decile names Cary Lawrence as CEO and Brian Neumann as SVP of Engineering.checked 15 Oct 2026
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