Stop spending equallyon customerswho aren’t equal.
A handful of your customers are worth 5–10× the rest. Tacet tells you which, before the money goes out.
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, net of returns and discounts, and delivers the scores to your Klaviyo account as segments your team can act 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 on day one 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 5–10× 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.
One engine, three products.
The Diagnostic proves it on your data. Forward CLV runs it daily. Playbooks compound it.
Free
The Diagnostic
One read-only connection. Every customer scored by forward value, a written report, a walkthrough. Yours to keep either way.
Daily
Forward CLV
The subscription. Scores refreshed daily and written onto your Klaviyo profiles as named properties your team can segment on. No new dashboard, no new build.
Per playbook
Playbooks
Personalized interventions on the pools the model nominates, each measured with its own controlled experiment and verdict.
Run your numbers.
Six numbers you already know, on your own Shopify and Klaviyo data, no obligation. We score the forward value of every customer and walk you through where it concentrates, and where it leaks.
Read-only access · No deck required · You keep the analysis either way