Growth Engineering Playbook · Wave 2
Which campaign, to whom — and who do we leave alone?
Identity resolution (case 09) makes profiles trustworthy; RFM (case 10) assigns a lifecycle state. This planner turns those states into controlled campaigns for the fictional Northstar Outfitters store: who's eligible, who's suppressed, what message fits the moment, when it sends, who's held out for measurement, what incentive stays margin-safe, and how lift will be judged. Lifecycle marketing is controlled customer decisioning — suppression, timing, margin, measurement — not a calendar. Deterministic, client-side, synthetic identifiers only.
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Campaigns
One lifecycle moment per segment. Click a campaign to plan it in detail.
Audience
Eligible segment(s), targeted vs held out, and every suppression reason.
Message Brief
The message that fits this lifecycle moment — and its incentive stance.
Timeline
Send, wait, follow-up, and the measurement window against the holdout.
Measurement
Target metric, holdout, and the margin-aware contribution model.
Risk Controls
The checks that keep a campaign from over-mailing, over-discounting, or misreading lift.