The Margin series
Where marketing meets the technical. Clear, opinionated reads on agentic traffic, AI, and the architecture reshaping ecommerce. For the operators who want to understand what comes next.
Behavioural archetypes vs RFM
RFM ranks the buyers you already know. Behavioural archetypes read the anonymous majority deciding right now. Why the storefront era needs a lens, not a ledger.
Behaviour is legible
The ad-tech industry spent two decades trying to learn who you are. It never needed to. Why behaviour stays the more legible signal after the death of the cookie.
Shopify agentic ecommerce
Shopify turned every AI conversation into a checkout. What changes for your store, and why knowing your human shoppers matters more, not less.
Agentic traffic
AI agents are starting to browse and buy on your storefront. What it breaks, and what to do before it's the default.
Cookieless behavioural analytics
Why we built a per-store behavioural model that profiles shoppers from behaviour, not identity.
Predicting lifetime value from session one
How a Bayesian classifier produces a meaningful CLV estimate before a shopper has bought anything.
The confused deputy
A 1988 security concept just compromised Meta accounts. Why every AI-equipped SaaS app needs to understand it.
Welcome to Auraflow
The shape of what we commit to. What we do, won't build, and guarantee. The editing constraint for everything we ship.
The Margin
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