Journal
Blog
New to the vocabulary? Start with the CRM glossary.
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Industry notes ·
Planning without the cookie countdown
Google is keeping third-party cookies in Chrome. What that removes from your roadmap, why the first-party data work still matters, and how to justify it without a deadline.
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Platforms & implementation ·
Building a single customer view without buying a CDP
A practical route to a single customer view using the warehouse you already pay for: use cases first, identity rules you can defend, models in dbt, then activation.
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Data & personalisation ·
Consent signals a year on: what broke in measurement
A year after consent signals became mandatory for EEA traffic, here is what actually broke in CRM measurement and how we rebuild reporting on data a team still owns.
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Lifecycle & retention ·
Winback starts with an honest definition of lapsed
Most winback programmes fail before the first email, because ninety days is a habit rather than a measurement. How to derive a lapse window from your own repeat curve.
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Industry notes ·
Apple's Mail categories and the promotions problem
Mail on iPhone now sorts messages into Primary, Transactions, Updates and Promotions. What tends to land outside Promotions, and what it means for how you measure email.
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Data & personalisation ·
Pruning the segments nobody uses
Most programmes carry hundreds of saved segments and use a dozen. How to audit the list, delete safely, and rebuild the survivors on definitions people agree with.
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Platforms & implementation ·
Deliverability in year two of the sender rules
A year on from the Gmail and Yahoo requirements, what separates calm programmes from the ones still firefighting: complaint rate, stream separation and list discipline.
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Testing & optimisation ·
A CRM year in review that finance will read
How to write an annual CRM review that survives contact with the finance team: incremental contribution, honest costs, a test log, and targets in units they already use.
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CRM strategy ·
Write the January retention plan in December
The December intake is the largest and least loyal cohort of the year. How to segment it, score it and build the January programmes now, while there is still time.
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Lifecycle & retention ·
Basket recovery that doesn't train people to wait
Discount-led basket recovery buys revenue you already had and teaches customers to abandon on purpose. How we rebuild the series around obstacles, timing and a holdout.
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Platforms & implementation ·
Running peak season off the warehouse
Warehouse-native CRM holds up under peak load if you plan for the failure modes: sync latency, rate limits, stale audiences and what sends when the list arrives late.
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Lifecycle & retention ·
Frequency capping when every team wants a send
Five teams, one inbox. How to build a contact policy that survives peak trading: counting per person, setting precedence, and reading the effect on complaints and revenue.