Why segmentations do not always work – and how to fix it

Gill Edwards, Head of Segmentation & Activation, Kantar Analytics Practice, outlines three reasons why segmentations do not always deliver.


This article is part of a series of articles from the WARC Guide to Segmentation. Read more.

Consumers today are demanding, expecting a more personal experience from companies they do business with. Organisations in turn are having to become more targeted in their approach and typically this begins with segmentation. A successful segmentation that can transform a complex multitude of individuals who form your customer base into a smaller number of simple groups can help with this journey from ‘one-size-fits-all’ to personalisation – and ultimately one-to-one marketing.

A good segmentation should help an organisation grow within profoundly...

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