The Margin series
The Margin is where we think out loud about behaviour, value and the AI now arriving in every stack.
Vol. 01The Auraflow publicationEight pieces
Customer intelligence
Behavioural archetypes vs RFM
Behavioural archetypes vs RFM: why RFM only sees buyers after the sale, and how real-time cookieless behavioural segmentation reads live intent on Shopify.
8 min readRead the piece
Behavioural intelligence
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, with or without the cookie.
5 min readRead
Agentic ecommerce
Shopify agentic ecommerce
Shopify turned every AI conversation into a checkout. What MCP is, how it connects your store and your apps, and what to do before it is the default.
5 min readRead
Agentic ecommerce
Agentic traffic
AI agents are starting to browse and buy on Shopify storefronts. What agentic traffic is, how to spot it, and why the window before the click changes.
5 min readRead
Customer intelligence
Predicting lifetime value from session one
Most CLV tools need months of purchase history. How Auraflow predicts lifetime value from the first session.
5 min readRead
Architecture
Cookieless behavioural analytics
How we read intent from behaviour, not identity. The constraint we built the entire product around.
4 min readRead
Security
The confused deputy
A 1988 security concept that just compromised Meta accounts, as 404 Media reported. Why every AI-equipped SaaS app needs to understand it.
5 min readRead
Memorandum
Welcome to Auraflow
The shape of what we're willing to commit to. What Auraflow does, what we won't build, and the commitments we won't negotiate.
5 min readRead