Resources
How customer decisioning actually works.
Markin is an autonomous growth-science team for large B2C businesses. It investigates why revenue per customer is stuck, forms its own hypotheses across marketing, product, pricing and technical health, chooses the next best action for each customer, launches it through the systems the business already runs, and proves every one against a randomised holdout.
Decisioning tools choose between the actions your team already built. Markin decides what to build.
Guide
What the category is, how it works, and how to evaluate it.
Customer decisioning: what it is, and what it still does not do
The definition, the architecture, and the honest gap: decisioning ranks actions someone already wrote.
Romà Llambés · 9 min
How to evaluate a decisioning platform
Twelve evaluation questions, the answers that should worry you, and what to ask for in a pilot.
Román Via-Dufresne · 11 min
The operating model behind sustained ARPU growth
Why ARPU plateaus are a throughput problem, and what changes when decisions stop being scheduled.
Romà Llambés · 10 min
Methodology
How Markin decides what is true before anything scales.
How Markin measures incrementality
Holdout design, measurement windows, stopping rules, and what we refuse to count as a result.
Román Via-Dufresne · 8 min
Where the hypotheses come from
How hypotheses are authored, sized and killed, across four domains rather than one campaign surface.
Romà Llambés · 8 min
Architecture
Where the decision layer sits and how it reaches your stack.
Reference architecture for a decision layer
The four planes, what the decision layer owns, and the two things it must never become.
Román Via-Dufresne · 9 min
How decisions reach the customer
Four activation patterns, their latency and governance trade-offs, and when each one is the right choice.
Román Via-Dufresne · 8 min
Evidence
The standard every number on this site has to meet.
Questions people ask
- Is Markin a replacement for Braze?
- No. Braze is an engagement platform: it builds, personalises and delivers journeys, and BrazeAI Decisioning Studio chooses the best message, channel and timing inside them. Markin sits above that. It decides which commercial opportunity is worth pursuing for each customer in the first place, including opportunities that are not messages at all, such as a pricing change, an onboarding fix or a payment failure. When the answer is a message, Markin launches it through Braze.
- How is Markin different from AI decisioning inside an engagement platform?
- AI decisioning selects between actions a marketer already created, inside the channels that platform owns. Markin authors the hypotheses itself and is not limited to the campaign surface: marketing, product, pricing and technical health are all in scope. It then executes inside the systems already in place and reads every decision against a randomised holdout, which is how a data science team works rather than how an optimiser works.
- Is Markin a CDP?
- No. A CDP unifies and distributes customer data. Markin consumes that data and decides what to do with it. Markin has no ambition to be your source of truth, and it does not require you to replace one. If a CDP or a warehouse already holds customer context, Markin reads from it.
- Does Markin replace my data science or growth team?
- No. Markin removes the arithmetic constraint on how many hypotheses can be tested, not the judgement about which constraints, economics and risks matter. Teams using Markin move from producing analyses to setting guardrails, interpreting results and deciding what gets scaled.