8 articles in this category
Segmentation is the engine that turns a generic message into a relevant conversation. But the way you trigger that segmentation — whether by a custome...
Every team building automated workflows eventually faces a fork: should you invest in finer audience segments first, or build the automation logic and...
Segmentation often sounds simpler than it is. Many teams start with a few manual rules—‘users who bought in the last 30 days’—and quickly find themsel...
Every week, another team sets up an automation workflow, segments a list by a single attribute like "purchased in last 30 days," and calls it a strate...
Introduction: Why Most Automation Initiatives Fail at the Conceptual LevelIn my practice spanning over a decade of consulting for Fortune 500 companie...
Every automation project eventually hits a fork in the road: should we build a straightforward linear pipeline, an event-driven mesh, or a state machi...
Every business sits on a mountain of raw data: clickstream logs, purchase histories, support tickets, email opens. But raw data is not gold — it is or...
Introduction: The Cacophony of Generic Marketing and the Path to HarmonyFor over a decade, I've been called into companies experiencing what I term 'm...