Moving on from the previous post, it is important now to turn some of this theory into practice and take a look at implementation.
Once you have chosen your segments you need to consider the different methods available for using these segments. Some of the methods available for implementing segmentation include:
The amount of segmentation achievable using any of these methods can allow for very sophisticated targeting. The methods also give the option to include multiple stipulations when defining the areas of your database you would like to include.
Below is an example of a segmented campaign approach implemented by "American Holidays". We can't see what metric was used to segment, however it's clear that the campaign is differentiated according to a target reader - e.g. family holidays, city breaks, cruises, adventure, beach etc.
Segmentation is neither as scary nor as difficult as it sounds. By dividing your database into smaller chunks, people who may share a certain characteristic can be grouped as a separate audience and targeted with the appropriate content. You can win them over to your product or service through focused, targeted and personalised communications which will result in the formation of better relationships, and an improved response to the campaign.
Source: Digital Marketing Association - Whitepaper "A Guide to Data Analysis and Segmentation"