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.
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.