Insights
Working notes.
Short, opinionated writing on AI, data, commercial systems, and the discipline of building things that actually move.
· Stuart Nicolle
Welcome to the lab
Why N.E.R.D exists, what we build, and what to expect from the Insights section - sharp thinking on AI, data, and commercial systems.
· Stuart Nicolle
Trust Me, I'm a Marketer: Behaviour
The second early piece in the series - what your database can realistically deliver per show, the four behavioural segments, and the warning that became the idea I now build everything around: a trusting audience is an asset you can deplete.
· Stuart Nicolle
Trust Me, I'm a Marketer: Segmentation
An early piece on data-driven arts marketing - why genre isn't the segmentation that builds loyalty, and how Recency, Frequency and Value rank the customers worth keeping. A foundation piece, with a note on what I'd say differently now.