A customer base with scale
Enough contacts that segments remain meaningful once lifecycle, product and behaviour are applied. Precision only pays when there is something to be precise about.
Who Fractyl is for
Valuable customer data.
Unusable in market.
Fractyl is built for organisations that already hold the signals paid media needs, but cannot keep one audience current across every platform and data collaboration environment where it needs to work.
THE SHAPE OF A GOOD FIT
Six conditions make the value case materially stronger.
Not every organisation needs a composable CDP. These conditions help separate a useful implementation from expensive infrastructure theatre.
Customer states worth acting on
Purchase, repeat purchase, loyalty, lead stage, renewal, lapse or churn create meaningful groups that media can treat differently.
Data spread across systems
CRM holds leads, an operational system holds customers, and web behaviour holds intent. Identity resolution has to happen before the audience is useful.
Sustained paid media investment
Google Ads, Meta, TikTok or DV360 run continuously, with prospecting taking a meaningful share. The efficiency compounds with spend; this is not a fix for one-off campaigns.
Customer overlap with prospecting
Acquisition media reaches people who already bought, enrolled or joined. The resulting waste is measurable and removable from the start.
Multiple brands or product lines
One integration can serve many audiences, making a shared customer layer more valuable across the portfolio.
WHERE FRACTYL WORKS
The pattern matters more than the sector.
These are examples, not a closed list. Fractyl adapts to the customer states and commercial decisions inside each organisation.
Retail & ecommerce
Use purchase, category, value, loyalty and lapse signals to suppress current customers, drive repeat purchase and create stronger acquisition seeds.
Financial services
Connect customer, product, lifecycle and consent states so acquisition and cross-sell audiences reflect the relationship the customer already has.
B2B & SaaS
Turn CRM stage, product use and sales outcomes into audiences that support prospecting, nurture, expansion and exclusion.
Subscription, membership & services
Act on joins, renewals, cancellations, usage and reactivation windows without relying on manual list refreshes.
Multi-brand & product portfolios
Use one governed data layer to support distinct audiences across brands, products, regions and media partners.
Any data-rich advertiser
The category is not the qualification. Useful first-party signal, sustained media investment and a decision the data can improve are what matter.
THE SYMPTOMS
What Fractyl fixes.
- 01Audiences uploaded by hand, then left to go stale.
- 02Acquisition budget spent on people who are already customers.
- 03CRM and operational systems disagree about who someone is.
- 04Lookalikes built from an undifferentiated list of everyone.
- 05No reliable way to tell which prospects justify a higher bid.
WHAT NEEDS TO BE IN PLACE
Data and operating readiness.
- A maintained CRM
- Web behavioural data
- Ongoing investment across at least one live media destination
- A privacy and consent practice that holds up to scrutiny
- An appetite for managed infrastructure
WHERE IT IS LESS OF A FIT
The honest reasons to say no.
- A thin or poorly maintained contact base
- No usable customer signal beyond a single anonymous transaction
- One-off campaign needs
- A requirement for a self-serve platform run entirely in-house
In these cases, the likely return does not justify the build.
WHO BENEFITS INSIDE THE BUSINESS
One customer layer. Different value for every stakeholder.
Marketing & growth
Audiences that reflect the real customer base rather than platform proxies.
Data & IT
Google Cloud infrastructure with hashed activation identifiers and no new self-serve stack to support.
Finance
A clearer view of acquisition waste removed and value created.
CRM & operations
Maintained audiences instead of manual list uploads and refreshes.
DOES THE SHAPE FIT?