# Audience Pulse

Turn user activity into engagement tiers so you can see who’s thriving, who’s slipping, and reach them with the right message.

## Analysis and tiers

Audience Pulse applies [Recency, Frequency, Monetary (RFM)](https://w.wiki/Cq57) analysis in your Airship project. It scores every contact on the events you care about and assigns them to named tiers such as Champions, At Risk, and Hibernating. For each model, Airship measures these dimensions:

* How recently a user performed an event
* How frequently they performed it
* How much time or money they spent related to that event

The view is person-level and cross-channel. Each event is evaluated on the channel where it occurred, then activity rolls up across a contact’s channels so you see the customer, not a single device or inbox.

You decide what "engagement" means. Choose events and numeric properties for Recency, Frequency, and Monetary that match your business, such as purchases, cart adds, or time with content, and set an analysis window that fits your lifecycle. Run up to three models in parallel to compare definitions or track different goals at once, such as revenue versus app engagement.

Analysis regenerates weekly so tiers stay current. When a user lands in a tier, Airship also sets [tags](https://www.airship.com/docs/reference/glossary/#tag) for that tier at the [contact level](https://www.airship.com/docs/guides/audience/your-audience/#data-storage), ready for targeting and orchestration across the platform.

### Running multiple models

You can run up to three models at a time in a project. Each model has its own event configuration, analysis window, Distribution and Transitions reports, and segments. Use multiple models when you need parallel analyses that stay independent:

* **Compare settings** — Try different events or analysis windows without losing existing data, then keep the model that works best for your goals.
* **Different goals** — Track outcomes that need different definitions of engagement. For example, run one model for purchase value, one for app opens, and one for content consumption, and create segments from each.

## Reports

Two reports turn tiers into a clear picture of your audience:

* **Distribution** shows the relative size of each tier at a single point in time, so you can see how your audience is spread across tiers and gauge overall user activity.
* **Transitions** shows how users move between tiers from one week to the next, so you can see how well you are retaining users and how effective your campaigns are.

Both reports also list the user count, audience percentage, and median monetary value for each tier.

![Audience Pulse Transitions report](https://www.airship.com/docs/images/audience-pulse-transitions_hu_ee2b4721c7efbbc2.webp)

*Audience Pulse Transitions report*

## Segments

After analysis completes for a model, create [segments](https://www.airship.com/docs/reference/glossary/#segment) from selections in its Distribution or Transitions reports. Use those segments to reach users by current tier or by how tier membership shifts between analysis runs:

* **Tiers** — Different tiers can represent users at different stages of using your app or different levels of interest in your product. Use segments based on tiers to tailor messaging to each group. For example, reward Champions and Loyal Customers while you win back users who are fading.
* **Transitions** — Transitions between tiers are opportunities to provide specific content based on engagement level. Create segments based on transitions to reach users when tier membership changes, including the direction of movement and the tiers involved. For example, create a re-engagement campaign for users moving down tiers to help retain them, or send a message suggesting users share your app or write a review when they transition into the top tier.

Segments update weekly as analysis regenerates, so scheduled and recurring messages automatically pick up the latest membership at send time. You can also save a segment with its current values instead of letting it update weekly.

## AI recommendations

[AXP](https://www.airship.com/docs/reference/feature-packages/) [Agentic & Generative AI](https://www.airship.com/docs/guides/features/intelligence-ai/ai/)

AI recommendations read your models and tier median monetary values to surface trends and recommended actions for messages, experiences, [Journeys](https://www.airship.com/docs/reference/glossary/#journey), and experiments. You can generate a [Campaign](https://www.airship.com/docs/reference/glossary/#campaign) from any recommendation so insight moves straight into execution.

## Get started with Audience Pulse

See [Audience Pulse](https://www.airship.com/docs/guides/audience/audience-pulse/) in the Audience & Segmentation guide to learn about tier assignment and how to add models, create segments, and use AI recommendations.