What is Co-Brand Decisioning Layer?

Co-Brand Decisioning Layer lets you create groups of connected workspaces (co-brand workspaces) that use a consistent profile identifier type (such as email or customID) across all workspaces in the group. Once grouped, you can:

• Share segmentation results across workspaces — membership attributes with true/false values are created and regularly synchronized across the group, ensuring the same profile is consistently tagged in every workspace.
• Create AI recommendation campaigns that return items from across all grouped workspaces.

When is this feature useful?

This feature is valuable for companies that manage multiple brands or business units under one organization, but currently keep customer data and marketing efforts in separate workspaces for each brand.

Since many customers interact with several of these brands, isolated data limits the ability to understand their full journey and preferences. By unifying these brands within co-brand workspaces, you can create more coordinated, personalized, and effective campaigns — such as promoting complementary products from one brand based on purchases in another, targeting inactive customers across brands for reactivation, and so on.

Additionally, co-brand workspaces help avoid redundant communications by preventing duplicate promotions across brands and enables prioritizing high-value customers with refined audience segmentation across the entire company. Ultimately, this feature lets you deliver relevant customer experiences at scale across all your brands.

Synerise features affected

When you enable Co-Brand Decisioning Layer, then the following features will be affected:

Segmentations

You can share segmentation results across workspaces, so you can build audiences that combine data from multiple workspaces using simple rules (AND, OR, NOT). This lets you create complex and targeted groups across brands.

AI recommendations

You can create recommendation campaigns that return items from across all grouped workspaces. The recommendation model is trained on behavioral data from all workspaces in the group, improving personalization for all customers — not only those whose profiles exist in multiple workspaces.

For example, if workspace A is a sports brand and workspace B is a casual clothing brand, recommendation campaigns in workspace B can return sports clothing or accessories — and vice versa, campaigns in workspace A may return casual clothing items.

Modes

Co-brand workspaces operate in two modes for AI recommendations. The mode is determined automatically based on whether a common profile identifier is configured for the workspace group, and cannot be changed from the UI:

• Events — used when no common identifier is configured. The AI model is trained on events from all workspaces (item views, clicks, purchases), but customer profiles are not unified across workspaces. Recommendations are still improved compared to a single-workspace model, because the model learns from cross-brand behavioral patterns.
• Model & events (Full) — used when a common identifier is configured. In addition to combining events, the AI model unifies customer profiles across workspaces, enabling identity-aware personalization and delivering the best recommendation quality.

Benefits

• Better personalized messages for customers across brands.
• Fewer duplicate messages, improving customer experience.
• Smarter cross-selling opportunities between brands.
• Increased customer lifetime value (LTV).

What data can be shared?

You can share segmentations across workspaces, so you can build audiences that combine data from multiple workspaces using simple rules (AND, OR, NOT). This lets you create complex and targeted groups across brands.

Example uses

• A customer buys shoes from Brand B, so Brand A promotes matching accessories.
• Someone installs Brand B’s app, and Brand A introduces their products.
• Customers inactive in Brand A but active in Brand B can be targeted for reactivation.
• VIP customers from Brand B are invited to Brand A’s loyalty program.
• Customers who browsed seasonal products in Brand B receive related messages from Brand A.
• A customer who already received a promotion from Brand A is excluded from receiving the same promotion from Brand B within a set time frame.
• High-value customers from Brand A are prioritized in Brand B's campaigns, while customers already engaged with Brand B are excluded.

This feature helps you create seamless, smarter marketing across multiple brands without mixing all data together.

General requirements

• Contact the Synerise support to enable this feature. As part of the setup, support configures all product catalogs in the workspace group — the same requirement as for standard recommendation models.
• All workspaces intended to be grouped must use the same profile identifier attribute, (either email or customID), to properly synchronize profiles.
• Users creating co-brand audiences must have a user role which:
  • gives them access to the Organization panel and lets them create workspace groups there.
  • lets them share segmentation results and preview synchronization logs.
• Users creating recommendations based on co-brand personalization must ensure product feeds in co-brand workspaces have matching product IDs and a consistent category structure — categories, subcategories, and deeper levels must be the same across all grouped workspaces.

Flow

1. Create a group of workspaces which will share data.
2. To share segmentation results across workspaces, configure segmentation sharing:
   • The result of the segmentation will be saved as a membership attribute.
   • The membership attribute will be created and synchronized in all workspaces from the group.
   • You can define the frequency of synchronizing (every 6 hours or once a day).
   • The membership attributes will be available in Behavioral Data Hub > Attributes.
   • The membership attributes will have predefined names, format:
     • display name: <workspace name>: mbr <segmentation name>, however, you can change its display name.
     • source name: <workspace name>:_mbr_<segmentation_id>
3. To create AI recommendation campaigns that return items from across all grouped workspaces, contact the Synerise support. The support team will confirm whether your workspace group meets the requirements and determine the appropriate mode for your setup. Then, the Co-Brand Personalization section will be available in the Additional settings section in the AI recommendation campaign configuration form.