The datamine guide to Customer Segmentation

You already know that understanding your customers is essential. But that doesn’t always mean it’s easy. For many Australian and New Zealand businesses, customer segmentation is one of the most effective ways to drive performance, personalisation and profitability. If you’re investing in customer experience or aiming for maximum operational efficiency, it should be in your data toolkit.

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The value of customer segmentation  

When done well, segmentation can help your business cut through the noise and show you where to direct your resources and attention. Segmentation provides the structure to refine your marketing strategy, streamline your operations, or identify your most valuable customer groups.

This Datamine guide provides a brief outline of key stages in the customer segmentation process. More importantly, it explains the ‘why’, so you get a better understanding of the commercial value of segmentation, when to use it, and the outcomes it can support.

 

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HERE'S WHAT'S INSIDE

What is customer segmentation?

Customer segmentation divides your customer or market data into smaller, more meaningful groups based on shared characteristics. These could be behaviour, demographics, location, purchase history or where a person is in your customer journey.

 

The value of segmenting data in businesses

Segmentation isn’t just about improving your email marketing (though it certainly helps with that). It supports better decision-making across your business, from product development and sales strategies to inventory management and pricing.

 

Types of customer segmentation

There are several types of segmentation, and each approach helps you see your data and customers in a new light. Using real-world examples, this guide explains how product, operational, journey stage and customer vs market segmentation serve different business goals.

 

Key stages of customer segmentation

While segmentation can be complex, it generally involves setting your goals, organising your data, defining your segments, implementing strategies, and measuring and refining them over time. We break down each stage and offer practical guidance on what it looks like in action, including how to handle imperfect data and when to seek external support.

 

Empower growth with customer segmentation

At its core, segmentation is a way to scale smarter. It helps you make better use of your existing resources and target the people who bring the most value to your business. When markets shift (which they often do), segmentation will be what keeps you agile, allowing you to adapt quickly.

 

FURTHER READING

Ways Customer Analytics Amplify Marketing Strategies

Fantastic Customers and Where to Find Them

4 Components of a Great Customer Retention Strategy

 

COMPANIES WE HAVE DESIGNED SEGMENTATION SOLUTIONS FOR: