Deconstructed is a platform that aggregates a service's user data from any system or connected device using their API. The platform can help map user to device and segment audiences based on a real time comprehensive data profile that incorporates identify, attributes, event data and log-ins. Deconstructed's Rule API can be used to transform user profile data acquired via the User API to programmatically trigger events within a development stack. These conditions can be based on time based events or attributes. A use case could be when a user signs up to subscribe to a service, but does not make a purchase. The Rule API could then be programmed to trigger the site's email service provider to contact the user, for example. The Rule API can be utilized to create demographic segments to help target advertising.