Daymark Product & Data Team

Five customer segmentations that pay for D2C brands, built from store data not personas: RFM, discount sensitivity, new vs returning, affinity, channel.

Find customers who only buy with a code, measure their true margin after the discount, and decide whether to serve, re-price, or starve the segment.

Find your revenue-concentration cutoff from a Shopify export, profile what your top customers share, then use that profile to acquire more like them.

Turn RFM tiers, discount-dependent buyers, and product affinity into Klaviyo segments. Five ready-to-copy recipes with the exact conditions to build.

Read your new vs returning revenue split by month, compare it to benchmarks by store age, and catch the failure modes at both extremes before they cost you.

Run basket analysis on a Shopify order export to find what sells together. Support, confidence, and lift explained with a worked example, plus the lift trap.

Score Recency, Frequency, and Monetary from a Shopify order export, build the 9 standard RFM segments, and get the exact action for each. Worked example inside.

Build a GA4 funnel: view_item to add_to_cart to begin_checkout to purchase. Exact steps, open vs closed funnels, and why GA4 won't match Shopify orders.

Post-purchase upsell apps report gross revenue, but some of it is cannibalized. Here's a holdout method to measure the real, incremental AOV lift.