Follow a practical business question through the evidence, decision, handover and learning. This story explains a workflow; it does not claim a customer result.
“Which customers should receive a reminder rather than a discount?”
Fundle Brain
01
Find the missed opportunity
Select one cohort and one behaviour. For example, identify customers whose second purchase is overdue relative to their category’s normal cadence.
02
Refine eligibility
Remove recent buyers and unsuitable records. Apply communication preferences, relevant channel availability and the campaign’s commercial exclusions.
03
Prepare the campaign
Develop the offer, copy and creative around the cohort’s need. Define frequency, timing and a consistent campaign identifier before activation in the configured channel.
04
Read the result
Compare purchase behaviour over the agreed window. Include returns, incentive cost and audience overlap before deciding whether to repeat or change the campaign.
THE STORY BEHIND THE WORKFLOW01
The signal
A regular customer has moved beyond their usual purchase interval. Confirm that the apparent lapse is not a returns correction, identity split or missing transaction feed.
02
The decision
Compare their category interest, recent experience, contact eligibility and offer history. Choose a relevant reason to return rather than automatically increasing the discount.
03
The handover
Prepare the audience definition, exclusions, message and reward rules for the campaign owner. Record what will run, through which connected channel and how the outcome will be measured.
04
The learning
Compare a suitable baseline or holdout. Include contribution after reward cost, repeat behaviour and opt-outs. Use the result to improve the next journey.
PUT THE STORY TO WORK
Your business. Your source context.
Transactions, customer cohorts, channel eligibility, stock, margins, campaign history and approved budget.
Audience definition, offer rationale, message variants, exclusions and measurement plan.
