When using the "Top N Spenders" segment the data is being pulled from the Spend area of the guest timeline as seen bellow. If this segment is configured to be location-specific it will filter all guest's checkins totals from this Spend for the specified location and add these up.
Note: Any visits or points awarded through the Message/Gift function will not count toward the total spend in these segments as there is no monetary value attached to gifted visits or points.
If further assistance is required, submit a ticket to Punchh Support. (For help submitting a ticket, click here)