Truelty is an Insight Operating System designed to help enterprises understand who their customers are, what they’re worth, and which investments drive incremental growth. It connects fragmented customer, transaction, and marketing data into decision-ready insights delivered through executive-friendly briefing books and dashboards. **Core Capabilities (Modules)** **Identity Resolution (IDR)** Unifies customer identities across channels using deterministic and probabilistic matching, eliminating duplicates and improving attribution accuracy. **Customer Lifetime Value (CLV)** Predicts and tracks long-term customer value by cohort and segment, enabling smarter acquisition, retention, and loyalty strategies. **Marketing Mix Modeling (MMM)** Quantifies incremental ROI across channels with elasticity modeling and scenario planning to optimize budget allocation. **Briefing Book & Narrative Insights** Transforms analytics into executive-ready stories with AI-generated summaries, KPI narratives, and actionable recommendations.