Discover the Joy of Data Segmentation

If you're a database marketer, you should derive great pleasure from the discovery phase of segmentation.

Yes, segmentation should be fun. Too often we view the art of segmentation as a cold science. We follow best practices, using elements of RFM and channel to identify high-spending customers.

For me, the most enjoyable element of segmentation is the discovery phase. Here, there are no rules, no best practices.