How recency–frequency patterns mislead Thai retail teams
A lucky Songkran week can mint a loyal segment that evaporates in May. The correction is calendar-aware RF, not a larger lookalike.
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Practice notes, not recaps
Short essays from studio work on Behavioral Segmentation Analytics. None of these replace a room; they are the arguments we got tired of repeating in week one.
Micro-segments versus personas: when to split a cohort
Splitting is a cost. Three tests before a new name is allowed, including one a media buyer can use without a glossary.
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Reading session-depth as a loyalty proxy
Depth can mean confusion as easily as commitment. The proxy only works with an exit taxonomy.
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Why purchase-intent scores fail in high-consideration categories
Appliances, insurance, and education stall on purpose. Treating stall as drop-off poisons the score.
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Cohort drift after festival seasons
Composition change can hide inside healthy volume. A drift alert that only watches totals will sleep through Songkran.
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