This article is part of a series of articles from the WARC Guide to Segmentation. Read more.

Why it matters

A good segmentation is a significant investment empowering an organisation to grow in challenging times; yet they often end up wasted.


  • First, when it tries to please too many stakeholders - organisations must be clear about what they want the segmentation to achieve
  • Second, when the segmentation is not embedded within the organisation – organisations must think critically about actionability from the start
  • Third, beware overreliance on one data source – connect segments to external data and internal data from CRM.