Growth Engineering Playbook · Wave 2

Which customers, which message, and who to leave alone?

Identity resolution (case 09) creates trustworthy profiles. RFM turns those profiles into lifecycle decisions for the fictional Northstar Outfitters store: recency / frequency / monetary scores, return-adjusted value, consent and suppression eligibility, a lifecycle segment, and a rule-based campaign recommendation per segment. This is a decision layer, not a "VIP / at-risk / dormant" label generator — the useful part is eligibility, suppression, and timing. Deterministic, client-side, synthetic identifiers only.

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RFM Matrix

Recency (rows) × frequency (columns). Each cell: customers & net revenue.

Top-right = recent & frequent (grow / reward). Bottom-left = lapsed & rare (reactivate or hold out).

Segments

Click a segment to drive the recommendation, warnings, and customer list.

Campaign Recommendation

The point of the segment: what to do, and what not to do.

Suppression & Warnings

Eligibility for the selected segment — who you must not mail, and why.

Customers

R/F/M scores, return-adjusted value, and segment. Click a row for the reasoning.

Why This Segment

The evidence behind one customer's placement — the story you can defend.