products
Segmenting your customers into identifiable groups isn't new (although it is surprising how few have a segmented database) but the key to a good segmentation is that it can be used universally across a business and that you can actually identify customers to place in each segment from the data you collect or are happy to pay for.
Segmentation is essentially descriptive tasks that require a deal of analytics to create. Any segmentation exercise worth its salt must have the end use firmly in mind to ensure it can in fact be implemented. We have seen many that flatter to deceive; promising much but delivering little.
