Unlocking Hidden Growth with Sum IQ
Customer Intelligence Deep Dive for Sozy Apparel
How we used AI-powered customer intelligence to surface five untapped buyer personas and diagnose a critical data collection crisis
Customer Interactions Analyzed
High-Value Personas Identified
Untapped Customer Advocates
Projected Revenue Opportunity
Background
Client & Context
Sozy is a direct-to-consumer fashion brand focused on comfortable, versatile apparel for women. Their product line spans tops, dresses, pants, and accessories designed for everyday wear across life stages—from professional settings to maternity and beyond.
As their paid media agency, Sum Digital works with Sozy on a holistic level—not just running ads, but helping identify growth opportunities across their entire customer acquisition strategy.
When Sozy came to us looking for "phase one" discovery work to unlock new growth opportunities, we knew traditional analytics wouldn't be enough. They had years of customer data sitting in silos—reviews, surveys, support tickets—but no way to synthesize it into actionable insights. This is a common challenge we see with scaling ecommerce brands.
Challenge
The Problem
Sozy faced a challenge common to scaling ecommerce brands:
- |Scattered customer intelligence: Valuable feedback was trapped across review platforms, post-purchase surveys, and support tickets—impossible to analyze at scale
- |Unknown customer segments: They knew they had loyal customers, but couldn't identify who they were, what they valued, or how to find more of them
- |Declining visibility: Something had changed in their customer feedback systems, but they couldn't pinpoint what or when
Our Approach
Enter Sum IQ
This was a perfect use case for Sum IQ—our AI-powered customer intelligence platform. Sum IQ ingests data from the Shopify ecosystem (reviews, surveys, support tickets) and lets us ask natural-language questions across the entire dataset.
Instead of manually reading thousands of reviews or building custom SQL queries, we could interrogate nearly four years of customer interactions to surface patterns, identify personas, and diagnose problems we didn't even know existed.
Data Sources Analyzed:
Post-Purchase Surveys
Product Reviews
Feb 2022 - Dec 2025
Methodology
What We Asked Sum IQ
Using natural language queries, we systematically explored the customer data to answer strategic questions:
"Analyze review volume trends by month over the past 24 months. Flag any significant drops and identify potential causes."
Goal: Understand customer feedback health
"Identify distinct customer personas based on review content, purchase behavior, and stated use cases. Include lifetime value and repeat purchase rates where available."
Goal: Surface high-value customer segments
"What are customers saying about why they chose this brand over competitors? Extract voice-of-customer quotes that demonstrate emotional connection."
Goal: Inform creative messaging and positioning
"Analyze post-purchase survey responses. What questions are we asking vs. what questions would give us better Meta targeting and creative intelligence?"
Goal: Optimize data collection for paid media
"For each identified persona, what product categories do they prefer, what language do they use to describe their needs, and what ad angles would resonate?"
Goal: Build persona-specific campaign strategies
Critical Finding #1
The Review Volume Crisis
Sum IQ immediately flagged a problem no one had noticed: a 63% collapse in monthly review volume.
2024 Performance
145 reviews/month
2025 Performance
53 reviews/month
The key insight: this wasn't a satisfaction problem—it was a collection problem. Ratings remained strong (4.6-4.8 stars), but the review automation system had broken down.
November 2025 showed a +13.3% YoY uptick—proof that recovery was possible with the right intervention.
Critical Finding #2
Five Untapped Buyer Personas
Sum IQ identified five distinct customer segments with above-average lifetime value and advocacy potential—combined addressable market of ~6,000 passionate advocates.
The Professional Working Mom
~2,500 customers | $307 avg LTV | 21.3% repeat rate
Ages 28-45, married with children. Needs business-casual that works hard. Time-constrained, values versatility and durability.
The New & Nursing Mom
~800 customers | 4.8+ stars | 15.2% referral rate
Ages 25-38, postpartum or nursing. Comfort + confidence driven. Highly community-oriented with strong peer referrals.
The Confident 40+ Woman
~1,200 customers | $400+ avg LTV
Ages 40-55, established careers. Style confidence, not trend-chasing. Values timeless over fast fashion. Most detailed reviews.
The Petite Powerhouse
~600 customers | 16.2% repeat rate
Under 5'3". Chronic fit frustration elsewhere. Highly brand-loyal once sizing works. Extremely vocal advocates.
The Body-Positive Confidence Seeker
~900 customers | Very high engagement
Confidence-driven shopping. Values inclusivity and authenticity. Shares emotional transformations. Highest social advocacy potential with strong alignment to cultural movements—an organic storytelling engine.
Critical Finding #3
Survey Intelligence Gaps
Sum IQ analyzed 70,289 post-purchase survey responses and identified critical gaps in the questions being asked—missing key data for Meta ads optimization and product development.
Currently Captured
- +Attribution (Meta, Instagram)
- +Basic satisfaction scores
Missing Intelligence
- -Creative performance insights
- -Product development intelligence
- -Competitor comparison data
- -Purchase intent signals
Recommended Survey Questions
Sum IQ generated two buckets of optimized questions:
For Meta & Instagram Ads Intelligence:
What made you stop scrolling? | How well did the ad match your intent? | What built trust before purchase?
For Product Development:
Fit vs size-chart expectations | Material performance surprises | Price-value perception
Action Plan
90-Day Strategic Roadmap
Based on Sum IQ's findings, we developed a phased action plan:
Fix the Foundation (Days 1-30)
- | Repair review collection systems
- | Re-engage non-reviewers from recent purchases
- | Target: Restore to 75+ reviews/month
Persona Campaigns (Days 31-60)
- | Working Mom: "Boardroom to Brunch" creative angle
- | Confident 40+: "Ageless Style" positioning
- | Body-Positive: #ConfidenceChronicles UGC campaign
Optimization (Days 61-90)
- | Persona-specific creative testing
- | Sizing & fit feedback loops
- | Production planning improvements
Projected Outcomes
Expected ROI
Review Volume Recovery
+42% in 90 days, full recovery to 2024 levels (130+ reviews/month) within 6 months
Persona Campaign Revenue
~6,000 customers activated across five personas, $1.8M+ projected revenue opportunity
Survey Intelligence Impact
15-25% creative performance lift, 20%+ reduction in returns through better expectation-setting
Framework
Why This Worked
Scale without sacrifice
Before Sum IQ, analyzing 70,000+ customer interactions would take weeks of manual work. We did it in hours—and surfaced insights no human could find by reading reviews one at a time.
Holistic agency partnership
As Sozy's paid media agency, we don't just run ads—we help identify where the growth opportunities are. Customer intelligence informs creative strategy, targeting, and even product decisions.
Data you already have
Sozy didn't need new tools or new data sources. The insights were hiding in systems they already paid for—reviews, surveys, and support tickets. Sum IQ just connected the dots.
"Most fashion brands guess. With Sum IQ, we have 70,000+ data points telling us exactly who our best customers are, what they love, why they choose us, and how to reach them."
Common Questions
How Does Sum IQ Work?
What data sources does Sum IQ analyze?
Sum IQ ingests data from your Shopify ecosystem including product reviews (Yotpo, Judge.me, Okendo), post-purchase surveys (KnoCommerce, Fairing), and support tickets (Gorgias, Zendesk). All connections are read-only for security.
How long does a customer intelligence analysis take?
Initial data ingestion takes 24-48 hours depending on volume. Analysis and insights generation happens in real-time once connected. For Sozy, we analyzed 70,000+ interactions and delivered actionable findings within one week.
What kind of insights can Sum IQ uncover?
Sum IQ surfaces buyer personas with lifetime value data, identifies product issues from reviews, detects operational problems (like Sozy's review collection crisis), and generates creative angles for Meta and Google ads campaigns.
Is Sum IQ available as a standalone tool?
Sum IQ is currently available to Sum Digital paid media clients as part of our holistic growth partnership. Contact us to discuss how customer intelligence can inform your paid media strategy.
Ready to Unlock Hidden Growth in Your Customer Data?
Sum IQ can analyze your reviews, surveys, and support tickets to surface the growth opportunities you're missing. Let's talk about what's hiding in your data.