Success or failure? Every segmentation effort, whether for market research or on a customer database, ultimately will be judged by management along this dimension. To maximize the likelihood of success, one's segmentation should follow five rules:
Rule 1: Define the problem with clear objectives. No one would recommend building a new house without blueprints. However, too many analysts begin work on major projects without clearly understanding the strategic implications of their work. Make sure management understands and is willing to accept how the work is to be accomplished and how it will impact the business.
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