Warc Briefing: Segmentation
Definition:Segmentation is the process of identifying and grouping individuals with similar needs, attitudes and behaviour.
Quick facts
- Coca-Cola's "global tribes" vision attempts to cluster similar customers across its 450 brands.i
- Half of Peugeot's UK buyers in 2008 bought one model (the 207), but for different reasonsii
- Twitter hashtags – symbols used to connect Tweet-ers with shared interests – have been praised as self-segmentation tools.iii
History and outlook
This is often called the "Third Age" of segmentation.
The First Age was characterised by attempts to group consumers based on relatively...