Segmentation is used to identify the most valuable sub-groups of a brand's existing and potential customers, based on their needs, wants and feelings.

New data sources is making segmentation more powerful and marketers are using AI and machine learning to identify meaningful and addressable audiences.

Read more articles from the WARC Guide to Segmentation

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

Hybrid segmentation: Delivering against brand and comms, innovation and CRM strategies
Paul Jackson

Mapping passions with postcodes to identify lookalike audiences
Edwina Dunn

From segments to signals: The rise of machine learning
Ian Edwards

IKEA: How segmentation helped us understand how the other half live
Aaron Haynes

Living Personas: Consumer segmentation designed for media activation
Jean-Paul Edwards

No consumer left behind: Targeting all prospects with reverse segmentation
Lance Porigow

Segmenting multi-generational families: Hispanic marketers need to move from 1:1 to 1:X
Maria Twena

China’s new segmentation eco-system: Moving from demographics to location and payment
Bhasker Jaiswal

China: Towards a segment of one
Xavier Mussard

Consent: The elephant in the room
Alan Mitchell

2022: Three new tribes
Joe McDonnell

WARC Guide to Segmentation: Summary deck

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