How to use segmentation effectively

This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.

How to use segmentation effectively

Merry Baskin Baskin Shark

Laurie Young

This paper, originally authored by the late Laurie Young in 2011, has been one of the most-read items in Warc's Best Practice series. This revised version features updates from Merry Baskin, founder of the planning consultancy Baskin Shark and a freq