Segmentation specialists for your dedicated team.

Where segmentation fits in a long-term product team.

The test of a segmentation is whether anyone does anything differently as a result. Clustering will always produce groups, and they will always be describable, but a segmentation that doesn't change a decision is a presentation.

Simple rule-based segments often outperform clustering, because they are stable, explainable and directly actionable. A cluster whose membership shifts when the algorithm is rerun cannot be the basis of an ongoing campaign, and explaining it to a stakeholder is harder than the value usually justifies.

What your dedicated team does with segmentation.

Segments drift. The behaviour that defined a group two years ago describes a different set of people now, and a segmentation that is not revisited becomes a description of history that people continue to act on.

Reviewing it regularly is ongoing analytical work, held within an agreed committed monthly capacity.

Common segmentation use cases.

• Segments that change a decision Groups defined so that different treatment follows.
• Rules preferred where they suffice Stable, explainable definitions instead of clusters that move on every rerun.
• Definitions revisited as behaviour shifts Segments reviewed, so they describe the current population.

Adding segmentation skills to your team.

Segmentation sits with a dedicated data science team, with actionability as the acceptance criterion.

You can add segmentation capacity as one dedicated specialist or as part of a wider remote team, managed by a service delivery manager from our offices in Thailand. Companies hire dedicated developers this way under one agreement and one monthly fee.