Audience Intelligence

AXO identifies who is on your site in real-time, even if they are completely anonymous. Visitor signals are collected on every page, scored against a 40+ predicate ruleset, and clustered server-side into behavioral personas.

• AXO Clusters (ML Behavioral)

  The tag collects scroll velocity, click cadence, pause frequency, dwell time on key page zones, and add-to-cart hover events. Our server runs K-Means++ with cosine similarity on 20-dimensional behavioral feature vectors to automatically cluster traffic into distinct personas (e.g., Deliberators, Converters, Comparison Shoppers, Surfers). You don't build these – the AI discovers them. The cluster model is rebuilt daily; each visitor is scored against the latest clusters in real time as their session unfolds.

• Ad Source Audiences

  UTM campaigns automatically become addressable segments. Anyone arriving via utm_campaign=summer-sale is clustered into a unique audience visible in the Ad Sources tab. AXO also captures fbclid and gclid for closed-loop ad attribution.

  To close the loop on the landing page itself, define Ad Themes – one theme per thematic asset group in your paid campaigns (Google PMax, Meta Advantage+). Paste the theme's URL suffix into the ad platform's asset-group URL options, then draft a matched variant for the theme: the variant is targeted at that suffix automatically, so visitors arriving from that asset group see a landing experience that continues the ad's message. Each theme then reports its own result against the always-on holdout.

• Custom Segments

  If you need a rigid rule (e.g., “Mobile users who have visited more than 3 times”), open Segments and click + New segment – the visual predicate builder opens as a modal over the list. Clicking any row in the Custom Segments table reopens the same builder on that segment's rules. Predicates can combine behavioral signals, device type, UTM values, page count, hour of day, and referrer using AND/OR logic trees. Segments recompute every 5 minutes against the full session history.

• CRM Enrichment

  Connect your Salesforce CRM via Integrations. Once connected, first-party CRM attributes (e.g., lifetime_value, plan_tier, account_manager) become available as crm_attribute predicates in the custom segment builder. This lets you personalize based on known customer data, not just anonymous behavior. Third-party data-append providers (Clearbit, D&B, ZoomInfo, Bombora, LiveRamp, Acxiom, or a custom endpoint) can also be connected under Admin → Data enrichment to append firmographic and intent data to identified profiles.

• Identity Graph & Profile Merge

  When a visitor identifies themselves (e.g., logs in or submits a form), call axo.identify({ email, external_id }). AXO merges the anonymous session with the known profile, linking cross-device sessions automatically. View the full profile history, segment membership, and session timeline in the Profiles tab.