Group-Level Unification (GLU) lets multi-brand organizations treat each user as a single, unified individual, regardless of which brands within the group they interact with. Rather than managing siloed databases per brand, GLU creates a shared identity layer across your entire brand portfolio, enabling coordinated targeting, suppression, and personalization at the group level.
Channel Examples
GLU is available across Email, Web Push, SMS, WhatsApp, and App Push. Each channel can be activated at the group level:
Industry: Retail
Group-level signal: User has not purchased on any connected brand in the last 90 days.
Without GLU: Each brand independently identifies its own lapsed users and sends a reactivation email. A user connected to three brands receives three overlapping emails, often within the same send window, with no awareness of the other brands' sends.
With GLU: The audience is defined once at the group level. A single, coordinated email is sent from the most relevant brand, personalized with the user's last-viewed product category, even if that category was browsed on another brand's site.
Outcome: Reduced email fatigue, cleaner suppression logic, and personalization that reflects the user's full relationship with the group, not just one brand's view.
SMS
Industry: Financial services
Group-level signal: User received an SMS from Brand A within the last 48 hours.
Without GLU: Brand B has no visibility into Brand A's SMS sends. Both brands operate their own frequency caps independently, and a user can receive multiple promotional SMS messages from the same group within a short window.
With GLU: Before Brand B sends a promotional SMS, its audience automatically excludes users who received an SMS from Brand A within the last 48 hours. Frequency capping is enforced at the group level, not per brand.
Outcome: Fewer opt-outs, stronger deliverability, and a more considered send cadence across the group.
Industry: Travel
Group-level signal: User browsed flights on Brand A and hotels on Brand B within the same session window.
Without GLU: Brand A sends a flight booking reminder. Brand B sends a hotel booking reminder. The user receives two disconnected messages with no awareness of their combined trip intent.
With GLU: A single WhatsApp message is triggered based on activity across both connected brands. The message reflects the user's full trip intent — flight and hotel — in a single, coherent nudge.
Outcome: Higher conversion on booking reminders and a significantly better user experience for multi-brand trip planners.
Web Push
Industry: Commerce
Group-level signal: User is a Gold-tier loyalty member (attribute stored on the parent panel). The user is actively browsing a brand's site that does not have this attribute locally.
Without GLU: The local brand has no access to the user's loyalty tier. Web Push messages are generic and cannot reference group-wide status or exclusive benefits.
With GLU: When a Gold-tier customer browses any brand's site, Web Push can surface the loyalty tier and trigger an exclusive offer, even if the local brand has never captured that attribute independently.
Outcome: Personalization reflects the customer's full relationship with the group, not just a single brand's interaction history. Loyalty benefits become a group-wide retention tool rather than a single-brand one.
App Push
Industry: Media
Group-level signal: User subscribes to the news app (Brand A) and has engaged with sport content on the sport app (Brand B).
Without GLU: The sport app cannot identify users from the news app. Cross-sell or behavioral routing between apps is not possible without a manual data sync.
With GLU: A news app subscriber who has also engaged with sports content on another brand's app receives a Mobile App Push highlighting a relevant live event. GLU resolves which app to send to and which behavioral data to use, based on the unified profile across both panels.
Outcome: The right user receives the push in the right app, based on unified cross-brand behavior, without requiring a manual audience export or third-party identity resolution.
Use cases
With GLU enabled, you can:
Identify shared users across brands in real time and use cross-brand behavioral signals for segmentation.
Run targeted cross-brand campaigns. For example, you can re-engage a user who abandoned on one brand by triggering a relevant offer from another brand in the group.
Control journey exit criteria at the group level; exit a user from a campaign in Architect Journeys the moment they purchase from any brand in the group, not just the originating brand.
Suppress and differentiate; exclude users who have already converted within the group, or serve them a separate offer, to prevent redundant or conflicting messaging.
Activate across all channels in a single, coordinated campaign, including Email, Web Push, SMS, WhatsApp, and App Push.
Cross-brand upsell for hospitality
Scenario: A hospitality group manages both economy and luxury hotel brands and wants to move loyal economy customers up the value ladder.
Signal: A user frequently books economy properties but occasionally searches for luxury resorts without converting.
GLU action: GLU surfaces this browsing behavior at the group level, allowing the luxury brand to identify and target these high-intent users with upgrade offers or premium packages.
Outcome: Higher conversion on luxury inventory from an already-engaged, warm audience.
Price-sensitivity redirects for airlines
Scenario: An airline group has a main carrier and a budget sub-brand. A user browses flights on the main carrier but does not complete a purchase.
Signal: Cart abandonment or browse-without-purchase on the higher-priced brand indicates price sensitivity.
GLU action: GLU recognizes this behavior on the group panel. Even without a conversion on the main brand, it triggers a targeted campaign from the budget sub-brand, surfacing a cheaper alternative.
Outcome: The group captures a conversion it would otherwise have lost by routing the user to the most price-appropriate brand.
Group-level purchase suppression
Scenario: A campaign distributes vouchers to inactive users. The business needs to ensure users who have already purchased from any brand in the group are excluded or treated differently.
Signal: A purchase event on any brand within the parent group.
GLU action: In Architect Journeys, set exit criteria based on group-level purchase events. A user who purchases from any brand under the parent company exits the journey immediately, regardless of which brand triggered the voucher.
Outcome: Prevents voucher waste and conflicting offers for users who have already converted within the group.
Loyalty program acquisition
Scenario: An airline group has customers who fly across multiple brands but haven't enrolled in the loyalty program.
Signal: A user has a confirmed purchase with at least one brand in the group, but has no loyalty membership attribute set.
GLU action: GLU identifies this specific segment: active buyers without loyalty status, and enables a targeted communication encouraging them to join the program.
Outcome: Increases loyalty program enrollment from an already-converting user base, using cross-brand purchase data that no single brand could see alone.
Coordinated launch campaign
Scenario: A new brand, product line, or service is launching and needs to reach a defined audience across the entire group simultaneously.
Signal: No behavioral trigger required, the launch audience is defined at the group level using shared attributes or cross-brand segments.
GLU action: Define the target audience once at the group level. Activate the campaign simultaneously across Email, Web Push, SMS, WhatsApp, and Mobile App Push.
Outcome: Consistent, coordinated launch messaging across all channels and brands, with no duplication or conflicting sends.