Most companies base their segmentation on available fields in their CRM, their clients' purchase history, or other digital behaviors identified within their business. Those with marketing automation tools may also base their segmentation on a particular system that factors in a few other dimensions as well.
But are you getting the most out of segmentation, or are you leaving money on the table?
Here are seven common mistakes to avoid if you want to get the most out of segmentation.
1. Not having clean data
Basing decisions on data that contains duplicates, data that's outdated, or data that's not normalized makes for inaccurate segmentation. Nothing's more embarrassing than sending two different promotions to the same person at the same time!
Make sure your data is clean, accurate, and streamlined.
2. Defining a segment by instinct—without backing it up with data
Although segmenting on the basis of customer profiles or personas constructed on assumptions is a good starting point, especially when you are just starting out, it is unwise to finalize your segmentation without first doing analysis.