Journal
Blog
New to the vocabulary? Start with the CRM glossary.
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Lifecycle & retention ·
Peak season: what we changed after last year
Five changes we made to peak trading after the last one, covering volume ramps, freeze windows, holdouts through peak and the monitoring that catches trouble early.
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Data & personalisation ·
Next best action instead of another campaign
A practical route from a campaign calendar to next best action: defining the action set, separating scoring from arbitration, and starting with rules before models.
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Data & personalisation ·
Propensity models a CRM team can actually run
Four models a small lifecycle team can build and keep alive: how to define the label before the features, the baseline each one must beat, and how to prove the lift.
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Data & personalisation ·
Keeping brand voice when a model writes the first draft
Generated copy is rarely wrong and often characterless. How to write voice rules a model can apply, where to keep a human, and how to review a batch rather than a message.
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Industry notes ·
Generative content in CRM, and the rules around it
Where generative models genuinely help a CRM team, what the new transparency and governance expectations mean day to day, and how to keep human review where it counts.
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Lifecycle & retention ·
Journey design for a two-sided marketplace
Marketplaces break normal lifecycle design because one person can be a buyer and a seller. How to model roles, pick two activation moments and trigger on liquidity.
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Industry notes ·
Recosting the messaging mix
WhatsApp's move to per-message pricing broke a lot of channel budgets. The fix is not a new spreadsheet but a method: cost every channel per outcome, not per send.
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Data & personalisation ·
Identity resolution when half your customers check out as guests
Guest checkout splits one customer into several records and makes repeat rate look worse than it is. How we build matching rules, confidence tiers and safe merges.
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Testing & optimisation ·
Holdout groups, or you cannot prove CRM works
Attributed revenue tells you which customers bought after a message, not which bought because of it. How to design, size and hold a holdout that survives scrutiny.
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Lifecycle & retention ·
Transactional email is marketing nobody owns
Receipts and notifications are the most reliably read messages you send, and usually nobody owns them. How we audit the transactional stream and what we change first.
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Platforms & implementation ·
Outlook joins the sender requirements club
Microsoft now expects high-volume senders to Outlook.com to have SPF, DKIM and DMARC in place. What the check covers, where teams still fail it, and what to do next.
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Platforms & implementation ·
Reverse ETL in practice: warehouse audiences in your ESP
How to move warehouse-modelled audiences into your ESP without breaking either one: what belongs where, sync cadence, identity keys and the failure modes to plan for.