Field notes · 2025-11-12
Naming segments without the jargon pile
Labels that only analysts understand stall every briefing. Here is a naming pattern Thai product teams have used to keep marketing and engineering aligned.
When a segment is called “power_user_v3_temp,” the room stops listening. Naming is part of the insight work, not a cleanup chore after the analysis.
We ask teams to write each segment as a person-facing phrase first: “weekday lunch planners,” “weekend browsers who never checkout,” “returning parents after school hours.” Only then do we map that phrase to an event rule.
In Bangkok product reviews, the phrase version goes on the slide; the technical rule lives in the appendix. Marketing can brief creatives without translating, and engineering still has a precise definition.
A useful test: can someone who missed the analysis meeting explain who belongs in the segment after reading the name alone? If they need a glossary, rename it.
Keep version numbers out of the public label. Versioning belongs in your change log, not in the name your campaign brief will copy for the next quarter.