Segmentation Best Practices

 

Segmentation is only as good as your data. And since almost everyone struggles with bad and/or incomplete data, it is no wonder some companies remain stuck in Stage 2 of their marketing evolution - Segmentation.

 

Segmentation begins with a formal data standardization process. Most companies segment on what they can until this data standardization process is up and running.

 

While you can segment on anything, here are our recommendations:

 

Effective Segment Checklist:

 

1. Is this segment possible to produce? Do I have (or can I get) the implicit/explicit data to even segment them?

 

2. Is this data accessible?

 

3. Is this segment worthy of a different message than others?

 

4. Is this segment fairly stable? Do the members move in and out of this segment quickly or do they remain fairly dormant?

 

5. Is the segment substantial enough to be profitable?

 

If the answer is NO to any of the above, targeting your message to this group is probably not worth it.