---
title: "segmentation | Skills We Assign For | Azendo"
description: "Customer segmentation — actionable groups over statistical ones, and the Azendo roles assigned for it."
url: "https://azendo.co/skills/segmentation/"
---

[Skills](https://azendo.co/skills/) Analytics and BI 

# segmentation.

Segmentation divides a population into groups that behave differently, either by defined rules or by clustering. Its purpose is to make different treatment possible, so a segmentation nobody acts on has no value.

## Where segmentation fits on a long engagement.

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 does not change a decision is a presentation rather than an analysis.

Simple rule-based segments frequently outperform clustering in practice, 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 an assigned 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 periodically is ongoing analytical work rather than a project deliverable, held within an agreed [committed monthly capacity](https://azendo.co/pricing/).

## What we use segmentation for.

* Segments that change a decision Groups defined so that different treatment actually follows, rather than a description.
* 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 rather than a past one.

## How segmentation capacity is assigned.

Segmentation work is assigned under [managed data services](https://azendo.co/services/data-engineering/), with actionability treated as the acceptance criterion rather than statistical separation.

## Roles we assign segmentation for

* [Data Analyst Data science](https://azendo.co/services/data-science/data-analyst/)

## Service lines it sits in

* [Data science](https://azendo.co/services/data-science/)

Capacity is agreed as a committed monthly capacity across a discipline, not per skill.

## Related in analytics and bi

* [Tableau — skill we assign for](https://azendo.co/skills/tableau/)
* [semantic layers — skill we assign for](https://azendo.co/skills/semantic-layers/)
* [A/B testing — skill we assign for](https://azendo.co/skills/a-b-testing/)
* [experimentation design — skill we assign for](https://azendo.co/skills/experimentation-design/)
* [causal inference — skill we assign for](https://azendo.co/skills/causal-inference/)
* [cohort analysis — skill we assign for](https://azendo.co/skills/cohort-analysis/)
* [metric definition — skill we assign for](https://azendo.co/skills/metric-definition/)
* [forecasting — skill we assign for](https://azendo.co/skills/forecasting/)

## Tell us what your roadmap needs segmentation for.

A service delivery manager replies with the disciplines we would assign, the monthly capacity and what the first month looks like.

[All skills we assign for](https://azendo.co/skills/)