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Decile
What Decile is
Decile is a customer intelligence platform for e-commerce brands that brings together first-party transaction data, third-party enrichment, and its Luma AI analyst. It analyzes customer cohorts, purchase patterns, lifetime value, and acquisition sources, helping teams understand how customers buy and where they come from. Luma takes 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 information such as age, household income, location, and interests.
Teams can create segments based on purchase behavior, lifetime-value tiers, demographics, psychographic attributes, and lifestyle, then sync audiences to destinations including Meta, Google, and Klaviyo. Plans include Shopify integration and audience activation. Decile targets mid-market e-commerce businesses, particularly those using Shopify or Shopify Plus, and says it can deliver initial insights within days without complex implementation or a data team. Growth costs $900 a month, and Scale costs $1,500 a month. Luma is in public preview and available across plans at no additional cost during that period.
Who it suits
Decile suits mid-market e-commerce brands, especially Shopify and Shopify Plus businesses seeking customer analysis and audience activation. Its stated target range is brands with $5M–$100M+ in annual revenue, with Growth and Scale plans covering different revenue bands.
What it does well
- Analyzes cohorts, purchasing patterns, lifetime value, and acquisition sources.
- Luma answers natural-language questions and can return charts and summaries.
- Enriches customer records with demographic and lifestyle details.
- Builds real-time segments and supports predictive segments.
- Syncs audiences to Meta, Google, and Klaviyo.
- Plans include Shopify integration and audience activation.
What to know first
- No free plan or free trial; Decile offers a personalized demo instead.
- Growth starts at $900 a month.
- Luma preview excludes some custom fields and integrations.
- The listed Scale plan costs $1,500 a month.
Limits
There is no free plan or free trial. During Luma’s public preview, it does not support some custom attributes, certain Decile-specific fields including CAC and the full Acxiom enrichment catalog, Decile Audiences, or ad-platform and other non-e-commerce integrations.
Plans
| Plan | Billed and limits | Price |
|---|---|---|
| Scale | monthly · 20M–50M annual revenue · Growth features · strategic customer-success meetings · advanced segmentation · priority support | $1,500 a month |
| Growth | monthly · 10K–250K customer records · Luma · enrichment · analytics · predictive LTV · persona segments · marketing sync · unlimited users | $900 a month |
| Enterprise & Agency | Custom Tailored to your scale · For high-volume brands and agencies · custom integrations · dedicated Customer Success manager | On request |
| Enterprise | 500K+ records · custom integrations · custom analytics and reporting · dedicated customer success | On request |
As decile.com lists them, read 15 Oct 2026. The maker's own page has the final word.
Getting started
- Visit https://www.decile.com/
- Request a personalized demo.
- Choose Growth at $900 a month or Scale at $1,500 a month, or discuss custom Enterprise & Agency pricing.
- Connect Shopify to bring transaction data into the platform.
- Build customer segments and sync audiences to supported destinations.
Verdict
Choose Decile if your e-commerce team needs transaction-based customer analysis, enrichment, and audience activation, particularly on Shopify. Look elsewhere if you need a free plan or trial, or if Luma preview’s current data and integration exclusions are important to your work.
Questions
How much does Decile cost?
Growth costs $900 a month and Scale costs $1,500 a month. Enterprise & Agency pricing is custom tailored.
Is there a free plan or trial?
No. Decile says it offers a personalized demo instead of a free trial.
Which platforms does Decile support?
Decile is available on web and through an API.
Which integrations and audience destinations are available?
Plans include Shopify integration and audience activation to Meta, Google, and Klaviyo. Optional Klaviyo events and Recharge subscription data are also mentioned.
What are Luma's preview limits?
During public preview, Luma excludes some custom attributes, certain Decile-specific fields, Decile Audiences, and ad-platform and other non-e-commerce integrations.
Who makes Decile?
Decile is a wholly owned subsidiary of Graham Holdings Company.
Facts from Decile's own pages
- 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, 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, 15 Oct 2026
- Audience activation
- Segments can be sent directly to Meta, Google, Klaviyo and other marketing channels. · decile.com, 15 Oct 2026
- Company
- Decile is a wholly owned subsidiary of Graham Holdings Company. · decile.com, 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, 15 Oct 2026
- Company ownership
- Decile is described as a wholly owned subsidiary of Graham Holdings Company. · decile.com, 15 Oct 2026
- Core analytics
- The platform analyzes customer cohorts, purchasing patterns, lifetime value, and acquisition sources using transaction data. · decile.com, 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, 15 Oct 2026
- Customer enrichment
- Decile adds demographic and behavioral attributes such as income, interests and lifestyle to customer profiles. · decile.com, 15 Oct 2026
- Documentation
- The help center lists articles covering analytics, Luma, MCP, audiences, personas, integrations, data management and account settings. · docs.decile.com, 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, 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, 15 Oct 2026
- Executive team
- Decile names Cary Lawrence as CEO and Brian Neumann as SVP of Engineering. · decile.com, 15 Oct 2026
- Google Analytics requirement
- Google Analytics integration supports GA4 and requires granting analyst access to Decile’s system account. · docs.decile.com, 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, 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, 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, 15 Oct 2026
- Legal terms
- Decile’s terms say site content is protected by United States and foreign copyright law. · decile.com, 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. · capterra.com, 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. · docs.decile.com, 4 Oct 2026
- Luma AI analyst
- Luma answers ecommerce questions in natural language using Decile’s proprietary model of seasonality, cohorts and repurchase behavior. · decile.com, 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. · docs.decile.com, 4 Oct 2026
- Luma preview
- Luma is in public preview and is available across plans at no additional cost during the preview period. · docs.decile.com, 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. · docs.decile.com, 15 Oct 2026
Where Decile stands on Freedom251
- Customer Intelligence#8 of 20
- Customer Segmentation Software#15 of 21