#segmentation
All blog materials tagged with "segmentation" Cases, analyzes and practical guides from Daniil Pustovalov - Digital Marketing Lead.
Audiences in advertising: cold, warm, hot, LAL and custom
I analyze the temperature of the audience in a human way: how cold differs from warm, what is look-alike and what segment to build it from, when custom audiences work, and when they burn the budget. With a table of offer temperature correspondence.
RFM segmentation 2026: how to get repeat sales from your customer base
How to break down the database by RFM (recency, frequency, amount) and increase repeat sales in 2026: matrix of segments, what to send to champions and sleepers, how to calculate in Google Sheets and CRM. With real increases in repeat purchases.
Email marketing 2026: drip campaigns, segmentation and triggers
How to build an email funnel with a conversion rate of 9%+: drip series, lead scoring, segmentation by behavior. Real benchmarks open rate, CTR, unsubscribe rate for the Russian market.
Failure case: −20% for the quarter. What did I do wrong in the segmentation hypothesis?
Not all of my cases are successes. This one is a 20% failure to the quarterly plan. And that is why it is still useful to me. Segmented by demographics - should have been segmented by behavior. It was worth the proceeds.