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Seven Segmentation Mistakes That Will Cost Your Business Money

by Anna Kayfitz  |  
August 2, 2016

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Basing decisions on data that contains duplicates, data that's outdated, or data that's not normalized makes for inaccurate segmentation.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.

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Anna Kayfitz is a consultant for StrategicDB, a consulting company focused on adding insights to your marketing.

Twitter: @aniagl

LinkedIn: Anna Kayfitz

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  • by Neil Mahoney Tue Aug 2, 2016 via web

    Market segmentation is the best way to maximize ROI on Marketing-Sales efforts. Selecting the key segment is often overlooked when analyzing markets. It's step #4 in my "16 Commandments for a truly aligned Social Media-Marketing-Sales Process. Email me at and it's yours.

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