Journal
Data & personalisation
New to the vocabulary? Start with the CRM glossary.
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Data & personalisation ·
Snowflake, CDP and the experience layer: a conversation between Zeotap and Glassjaw
Shorter procurement, governance inherited rather than mirrored, and one set of definitions behind both the dashboard and the campaign tool. Zeotap and Glassjaw on what a warehouse-native CDP changes for activation teams, and when it is the wrong answer.
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Data & personalisation ·
A segmentation framework your team can actually maintain
Most segmentation decks describe segments nobody can build. Here is a three-layer framework that survives platform migrations, staff changes and audit season.
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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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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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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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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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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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Data & personalisation ·
Rebuilding CRM reporting after Universal Analytics
Universal Analytics is gone and the GA4 interface was never built for lifecycle questions. How we rebuild CRM reporting on the raw warehouse export instead.
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Data & personalisation ·
A preference centre people actually fill in
How to turn the preference centre from a compliance page into a retention surface: which options to offer, which questions to ask, and how to make the answers change what sends.
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Data & personalisation ·
AI and Machine Learning Unleashed: Powering Advanced Analytics with Databricks
MLflow, Delta Lake and elastic compute in one workspace: how we build AI and machine learning on Databricks, and what it changes per industry.