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Customer segmentation is the practice of dividing a customer base into groups of
individuals that are similar in specific ways relevant to marketing, such as age,
gender, interests, spending habits, and so on. Using segmentation allows companies
to target groups effectively, and allocate marketing resources to best effect. Traditional
segmentation focuses on identifying customer groups based on demographics and attributes
such as attitude and psychological profiles. Value-based segmentation, on the other
hand, looks at groups of customers in terms of the revenue they generate and the
costs of establishing and maintaining relationships with them.
Customer segmentation procedures include: deciding what data will be collected and how it will be gathered; collecting data and integrating data from various sources; developing methods of data analysis for segmentation; establishing effective communication among relevant business units (such as marketing and customer service) about the segmentation; and implementing applications to effectively deal with the data and respond to the information it provides.
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