Blog

Field notes from the segmentation desk.

Short essays on business analytics for customer segmentation strategy — written for people who ship campaigns, not just charts.

Handwritten analytics notes beside a laptop 8 min · Scoring

RFMS without the mythology

Keep recency and monetary weights honest when seasonality warps your catalogue.

 Financial trend charts on a display 11 min · Cohorts

Cohort maps that survive seasonality

A grid for telling loyalty from calendar effects before you fund a retention push.

 Abstract data visualization on a monitor 9 min · Taxonomy

When personas mislead your CRM

Personas can still brief creative — they should not quietly become your activation keys.

 Person writing a business brief at a desk 7 min · Activation

Writing a segmentation brief stakeholders finish

The one-page structure we use in Segment Signal Lab — and what to leave out.