Segmentation common mistakes

Common mistakes

• Mixing up segmentation and targeting

  Assuming that segmentation automatically means targeting.

  Fix itSegmentation identifies distinct groups; targeting is the subsequent decision to pursue one or more of those groups.

• Treating a segment as a homogeneous group

  Assuming all customers within a segment have identical preferences and behaviours.

  Fix itRecognise intra‑segment variation and consider sub‑segmentation or individual differences.