The Revival Of Segmentation: Why It Still Matters

April 25th, 2023

With contributors:

Aaron Katz , Evan Megan , Jen Barton

Summary

Segmentation isn’t dead. This doesn’t mean there aren’t limitations to segmentation, such as challenges to matching varied data or segments growing stale. Alternative methods, such as personalization, can be powerful when the data and the resources are available. Otherwise, segmentation — when done right — remains an important tool for business leaders to target customers and drive value. This report helps business leaders better understand the challenges of segmentation and best practices for overcoming them.

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