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 Architect, Email, Web Push, SMS, WhatsApp, and App Push. Each channel can be activated at the group level:
A retail group runs a quarterly reactivation campaign at the group level. The audience is defined as users who have not purchased on any connected brand in the last 90 days. Instead of three overlapping single-brand emails, a single coordinated email is sent from the most relevant brand, personalized with the user’s last-viewed category even if that category was browsed on one of their brands.
SMS
A financial services group uses GLU to control SMS pressure across its brands. Before Account B sends a promotional SMS, the audience excludes users who received an SMS from Account A within the last 48 hours. The result is fewer opt-outs, stronger deliverability, and a more considered cadence across the group.
A travel group uses WhatsApp to send booking reminders. With GLU, reminders can be triggered based on activity across any connected brand so a user browsing flights on Account A and hotels on Account B receives a single, relevant WhatsApp message that reflects their full trip intent instead of two disconnected nudges.
Web Push
A commerce group stores loyalty tier on the other panel. When a Gold-tier customer browses a brand’s site, a Web Push is triggered that greets them by their group-wide tier and surfaces a loyalty-exclusive offer even though the local brand has never seen that attribute. Personalization now reflects the customer’s full relationship, not just one site’s view.
App Push
A media group operates separate apps for news and sport. A subscriber to the news app who has also engaged with sport content on another brand receives an App Push highlighting a relevant live event. GLU ensures the right user receives the push in the right app, based on behavior unified across panels.
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, preventing offer stacking where a converted user keeps receiving redundant vouchers.
Signal: A purchase event on any brand within the corporate group.
GLU action: In Architect Journeys, set exit criteria based on group-level purchase events. A user who purchases from any brand under the corporate company exits the journey immediately, regardless of which brand triggered the voucher.
Outcome: Prevents voucher waste and conflicting offers, also known as offer stacking, 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.