Abstract: Insights about customers and/or merchants obtained through analysis of transaction data between the customers and the merchants can be provided to a review platform, merchants, or even customers themselves. A method can include receiving transaction data, the transaction data comprising at least two transaction attributes; segmenting the transaction data based on a particular insight option of a plurality of insight options; and determining a resulting insight for the particular insight option based on the segmented transaction data. The transaction data can include attributes such as a merchant identifier, a masked user identifier, a time and date, a payment method, a country code of an issuer, a country code of the merchant, a state code of the merchant, a city code of the merchant, or a category code of the merchant.