Journal
Blog
New to the vocabulary? Start with the CRM glossary.
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Industry notes ·
AI agents in lifecycle marketing: what we let them do
Which lifecycle decisions we let an automated system make, which stay with a person, and the guardrails in between: bounded actions, logged decisions and a human gate.
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Testing & optimisation ·
Cohort analysis that changes the roadmap
Most cohort charts get admired and ignored. How to define cohorts around a decision, read the curve in three parts, and turn a finding into work someone owns.
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Testing & optimisation ·
Marketing mix modelling for CRM teams
Why CRM sits awkwardly inside a marketing mix model, how to give it the right variables, and how to use holdouts to calibrate the model rather than argue with it afterwards.
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Data & personalisation ·
Data contracts between marketing and engineering
How to write and enforce data contracts for the events a CRM programme depends on, so a routine release stops silently breaking personalisation and models.
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Platforms & implementation ·
Two years of sender rules: what is now table stakes
Two years after the first bulk sender requirements, authentication is the floor rather than an achievement. What a current baseline looks like and what still goes wrong.
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Lifecycle & retention ·
Fewer unsubscribes without hiding the unsubscribe
Hiding the opt-out converts unsubscribes into complaints, which cost far more. How we reduce the demand for unsubscribing through pressure, relevance and a real pause.
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Platforms & implementation ·
Migrating engagement platforms without a dark month
Platform migrations lose a month of sending because of how they are planned, not because they must. How to run both systems, move programme by programme and warm safely.
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Testing & optimisation ·
The decision log that stops two years of tests evaporating
Two years of testing and nobody can say what was learned. The decision log we keep for CRM programmes: the fields that matter, why null results go in it, and why entries expire.
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CRM strategy ·
A CRM roadmap finance will fund
CRM plans lose budget because they are priced in attributed revenue nobody trusts. How to build the case in contribution, incrementality and tiers finance can choose between.
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Lifecycle & retention ·
Earning push permission back
Push opt-out is close to permanent, so the route back runs through in-app and email. How to rebuild reach by giving the permission a job before you ask for it.
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CRM strategy ·
A loyalty programme that survives a margin review
How to build and defend a loyalty programme when finance is looking at the cost line: liability, incremental value, earn and burn design, and the holdout that settles it.
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Testing & optimisation ·
Send-time optimisation: signal or noise
Send-time optimisation reports impressive uplift and rarely survives a proper test. How to design one that answers the question, and where send time genuinely matters.