The WARC Guide to Making segmentation work

Provides new thinking and best practice on making segmentation work, from the WARC Guide.
  • Segmentation is a marketing tool that is used to identify meaningful subgroups of existing and potential customers who are clustered around common, identifiable traits.
  • For a while, segmentation appeared to be falling out of fashion, due to the rise of personalised , data driven marketing, but the limitations of personalisation are becoming clear.
  • Gartner predicts that by 2025, 80% of marketers will abandon their personalisation efforts due to lack of ROI and difficulties in customer data management.
  • At the same time, segmentation is changing, made more powerful by new data sources....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands