If you’re still segmenting by “VIP customers (2+ orders)” or “engaged in last 30 days”, you’re not segmenting. You’re filtering.And filtering is how good brands stay mediocre. Filtering gives you buckets.Segmentation gives you leverage. Filtering tells you where your customer has been.Segmentation tells you where they’re going — and what to do about it. Let’s…

By 2025, customer acquisition is saturated and expensive. Everyone’s running the same paid ads, targeting the same lookalike audiences, with the same CPM decay. Meanwhile, retention remains the most underdeveloped profit lever in most orgs. Retention isn’t about sending emails. It’s about designing systems that minimize the time between touchpoints, maximize LTV, and compound brand…