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

Why it matters

Hybrid segmentation, a new approach that works across brand, comms, NPD and CRM, can overcome the limitations of traditional segmentation and deliver ROI.


  • Hybrid segmentation is facilitated by a growing consumer data footprint, capability of hardware and advances in machine learning algorithms.
  • It requires deep collaboration between stakeholders and the melding of marketing, data analytics and research skills.
  • The travel company’s hybrid segmentation drove segment-led NPD, expanding one product and creating two new products and generating tens of millions in extra revenue and a 215% higher penetration into target segments in a competitive, low-margin market.