Stop spending equallyon customerswho aren’t equal.
A handful of your customers are worth several times the rest. Tacet tells you which, before the money goes out.
For Shopify brands on Klaviyo. Every customer scored daily, on their Klaviyo profile.
+$5.20 of 12-month forward value per targeted customer (95% CI +$1.30 to +$9.10) in an 8-week randomized trial. Client details and figures are altered. See the results
The problem isn’t your data. It’s that every customer is funded the same.
Three places equal spend leaks profit. None are visible in a conversion report.
The verdict arrives 12 months late
Acquisition you can't judge until it's spent
You find out a cohort was unprofitable a year after you paid for it. By then the budget is already gone, and the next campaign is built on top of it.
Returns and stacked discounts
Your best revenue quietly bleeding out
High-revenue customers aren't high-value customers. Returns and stacked discounts can turn your loudest buyers into your most expensive ones.
Spend lands blind
Retention spend landing on the wrong people
Win-back and loyalty dollars fall equally on customers about to churn and customers worth saving, with no way to tell which is which in advance.
Tacet scores every customer in your Shopify store by what they’ll contribute over the next 12 months, after product costs and expected returns, and delivers the scores to your Klaviyo account as named properties your team can segment on the same day.
They look identical at checkout. Only one pays you back.
Same first order, same acquisition cost. Watch 24 months of net contribution diverge, and ask which metric you'd have trusted on day one.
3 returns avoided · buys at full price · refers
serial returner · only buys on promo · gone by month 11
Same acquisition cost. Same first order. A conversion-based read counts them as one win each. Forward CLV separates them as soon as their behavior does, re-scored daily, before you spend again on the wrong one.
A few customers carry almost all of it.
Forward value isn't spread evenly across your book. It concentrates in a thin top tier. The whole game is knowing who's in it before you spend.
Share of forward value
by customer decile, highest to lowest
In most DTC books, a thin top tier is worth several times the median. You acquire, retain, and discount all of them on the same budget. Tacet tells you which decile a customer belongs to before the next dollar goes out.
How it works.
Four steps. The first one is free.
01 · Free
Start with the Diagnostic
One read-only Shopify connection. Every customer scored by forward value, and a read on where it concentrates and where it leaks. Yours to keep either way.
02 · Daily
Scored daily, on every Klaviyo profile
Connect Klaviyo with a sign-in. Every customer is re-scored daily and written onto their profile as named properties your team can segment on. New customers are scored the morning after their first order.
03 · Approved
Tacet proposes, your admin approves
Tacet proposes plays for the customers worth the spend. An admin in your organization approves each one, and Tacet staff can't. Approved plays send as email campaigns from your own Klaviyo account.
04 · Measured
Read against a holdout
Each play holds back a share of the same customers. The read compares the two groups, so you see what the play changed, not what would have happened anyway.
Run your numbers.
The Diagnostic is free. On one read-only Shopify connection, it scores every customer by what they are expected to contribute over the next 12 months, after product costs and expected returns, and shows where that value concentrates and where it leaks.
Read-only access · No deck required · You keep the analysis either way