Segmentation
Dividing a market or customer base into groups that differ in needs, attitudes or behaviour so each can be targeted differently.
Segmentation is the classic big study. It is expensive, infrequent and often forgotten within a year, because nothing connects the segments to the data the business actually runs on.
An insights engineer builds the segmentation so it can be scored on live data. The segments show up in the CRM and the tracker, and not only in a deck.
Related terms
Part of the insights engineer definition hub.