How can I tell if the segments are selected correctly?

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monira444
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Joined: Sat Dec 28, 2024 4:35 am

How can I tell if the segments are selected correctly?

Post by monira444 »

As simple as it may sound, the main criterion for assessing the correctness of the study is the achievement of goals and the solution of problems facing the business.

In addition, the selected groups must be checked:

For sustainability. The longer it exists, the more effectively you can build work with it.
Communication. Without well-established communication, it will be problematic to expand and retain the client base.
Uniformity. Segments should differ from each other, but have the most similar parameters within them.
Common mistakes
Reliance on unreliable data. For example, sampling was list of us mobile number database not taken into account in analytics systems, a mistake was made when collecting statistics, or an unverified source of information on external resources was trusted. It is worth avoiding such situations so that conclusions are based on correct data.

Misunderstanding of one's own product. The mistake lies in not knowing what pains and needs it addresses in the target group. Let's say a company produces designer upholstered furniture. Such furniture addresses not only the needs for functionality and comfort, but also the desire of its owner to have a room in a unique style, which will emphasize its uniqueness. Without understanding this, the marketer gathers a group of consumers, relying solely on the level of solvency. As a result, users, clicking on the ad, do not place an order due to a lack of understanding of how designer furniture will fit into their current interior.

Focusing on one cluster and not working with the rest. Even if 70% of the income comes from regular customers, and the marketing strategy focuses exclusively on retaining this audience, in the long term you may face a reduction in this segment and a decrease in income. In the event that you do not expand your reach and do not interact with new users.

Incorrect communication and failure to hit the pain points and needs of potential customers. An advertisement is, to some extent, a showcase. When a user is looking for a gaming laptop, the likelihood of clicking on the ad will be higher if it specifies the technical features, characteristics and benefits that the gamer will receive. Focusing on bonuses, discounts or promotions is an example of incorrect communication. Since discounts and bonuses do not cover the need for a powerful laptop.

Selecting too narrow segments may result in it being defined incorrectly.

Ignoring the external environment and external processes. There is a possibility of missing the appearance of a competitor on the market who is fighting for the same target group. Or continuing to produce products that do not meet modern customer requirements.
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