Target Audience · Segmentation · Component
The segments
The divisions themselves, with what defines membership — few enough to be acted on rather than merely described.
The deliverable
What it is
A segment needs a membership rule someone could apply to a real customer record. Where the rule requires judgement, the segmentation cannot be operated.
Four segments acted on beats twelve described. The number is set by how many the organisation can genuinely treat differently, which is usually fewer than the analysis suggests.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The definition
What puts a customer in this segment.
3 attributes: Segment · Membership rule · Applicable
LearnThe size
How many customers and prospects are in it.
3 attributes: Current customers · Addressable · Penetration
LearnThe count
How many segments there are, and whether that is workable.
3 attributes: Segment count · Distinctly treated · Last revised
Learn
Count how many segments actually receive different treatment. That is the real number of segments.
The other components in segmentation
The basis
What the division is built on, and why that predicts behaviour — because demographic divisions are easy to obtain and rarely predict anything.
LearnThe consequence test
What is done differently for each segment, without which the segment is not real.
Learn