How create your customer segmentation properly and effectively

Data Science
January 30, 2023

Understanding your customers is essential to successful marketing, and customer segmentation can help you do just that. By properly segmenting your customer base, you can create more narrowly focused marketing campaigns that are tailored to the needs of different segments.

But how do you go about creating a customer segmentation strategy? What criteria should you use to categorize customers?

In this blog post, we’ll look at the basics of creating effective customer segments and discuss how to use those segments in your marketing efforts.

What is customer segmentation

Customer segmentation is the process of dividing your customer base into smaller groups, or segments, based on shared characteristics. By doing this, you can better target your marketing efforts and resources to meet the specific needs of each segment.

There are a number of different ways to segment your customers, but some common methods include demographic segmentation (based on factors like age, gender, income, etc.), behavioral segmentation (based on factors like customer loyalty, spending habits, etc.), and geographic segmentation (based on where customers live or work).

Once you've identified your segments, you can begin creating targeted marketing campaigns that speak directly to the needs and interests of each group. This will not only improve your chances of making a sale, but also help build strong relationships with your customers that will last for years.

The customer segmentation models and analysis

There are different ways to segment customers, but some common methods include using demographic information, geographic location, or customer type. Segmentation can also be done by analyzing past purchase behavior or by looking at what motivates customers.

Once you've decided on which variables to use for your customer segmentation, you need to actually create the segments. To do this, you'll need to gather data on your customers and then use that data to create meaningful groups.

Once you have your segments created, it's important to analyze them to make sure they are effective. You'll want to look at things like how many customers are in each segment, what kind of value they bring, and how well they fit your needs. By doing this analysis, you can make sure that your customer segmentation is helping you improve your business.

How to create customer segmentation effectively

It is no secret that customer segmentation is a powerful marketing tool. By dividing your customer base into smaller groups, you can more easily target your marketing efforts and create a more customized experience for each group. However, creating an effective customer segmentation can be tricky. Here are a few tips to help you create customer segmentation that is both effective and efficient:

1. Keep it simple. Don't try to segment your customers too finely - this will only make it harder to target your marketing efforts. Stick to a few broad segments that you can easily identify and target.

2. Make sure the segments are mutually exclusive. This will make it easier to target each group with specific marketing messages.

3. Make sure the segments are internally consistent. This means that each segment should share similar characteristics (e.g., age, income, location, etc.). This will make it easier to target each group with tailored messaging.

4. Make sure the segments are actionable. This means that you should be able to easily identify what marketing actions you want to take for each segment. If a segment is not actionable, it is not worth creating in the first place!

Why you need to understand your customer prototype

There are a number of reasons why it's important to understand your customer prototype. Perhaps the most important reason is that your customer segmentation will be more effective if you have a good understanding of who your target customers are. Additionally, understanding your customer prototype can help you tailor your marketing and sales efforts to better reach and serve your target market.

Here are a few other reasons why it's beneficial to understand your customer prototype:

1. You'll be able to better identify potential customers. If you know who your ideal customer is, you'll be better equipped to find them. Use demographic information, such as age, gender, location, and interests, to help you narrow down your search.

2. You'll be able to create more targeted marketing campaigns. Once you know who your target market is, you can create marketing campaigns that are specifically designed to appeal to them. This will result in more effective campaigns and higher conversion rates.

3. You'll be able to improve your sales strategies. If you understand who your ideal customer is, you can develop sales strategies that are tailored to their needs and preferences. This will lead to more successful sales conversations and ultimately more closed deals.

4. You'll deepen your understanding of your customers' needs and wants. The better you understand your customers, the better equipped you'll be to meet their needs and exceed their expectations. This deep understanding can only be achieved by taking the time to learn about their motivations, desires

How to properly segment your customers

There are a few key things to keep in mind when segmenting your customers:

1. Know your overall customer base. This seems obvious, but you need to have a good understanding of who your customer is before you can start segmenting them. What demographics do they fit into? What psycho-graphics? What's their buying cycle like? Knowing these things will give you a good foundation to work from.

2. Keep it simple. Don't try to segment your customers into too many different groups. You'll just end up with a lot of small groups that are difficult to market to effectively. 3-5 segments is usually a good number to aim for.

3. Make sure the segments are mutually exclusive. This means that each customer should only fit into one segment. If there is overlap between segments then you're not really segmenting at all, you're just creating sub-groups within larger groups.

4. Make sure the segments are homogeneous. This means that the customers within each segment should be fairly similar to each other in terms of needs and wants. If the segments are heterogeneous then it will be difficult to target each group effectively because their needs will be so different from each other.

5. Use real data. The best way to create effective customer segments is to use actual data about your customers, rather than making assumptions based on your own opinion or gut feeling (although this can be a starting point). Look at things like

Customer Segmentation Example: machine learning clustering

Machine learning clustering is a form of customer segmentation that uses algorithms to identify patterns in customer data. By analyzing customer attributes such as demographics, spending habits, and purchase history, ML clustering algorithms can group customers into segments based on similarities. This allows companies to better understand their customers and target them more effectively with personalized offers, promotions, messages, and marketing campaigns. Furthermore, ML clustering can help businesses uncover hidden trends and insights that may not be obvious from traditional segmentation methods.

Screenshot of K-Means from Kaggle

For example, a company might use ML clustering to group customers into segments based on their average spend and purchase frequency. By analyzing this data, the company can identify high-value customers and target them with more personalized offers that are tailored to their preferences. Similarly, the company could also use ML clustering to uncover customer trends in different geographic regions or target certain types of customers with tailored discounts. Overall, machine learning clustering is a powerful tool for businesses to gain insights into their customer base and create more effective marketing strategies.

The clustering process

The clustering process involves dividing a population or set of data points into several groups so that the data points in one group have a greater similarity to each other than those in another group. To put it simply, clustering consists of separating groups based on their similar characteristics.

Clustering by KMeans

K-means clustering is a popular and uncomplicated unsupervised machine learning algorithm. The goal of the process is to specify a target number, k, of centroids in the dataset. These imaginary or real locations represent the center point of each cluster. Every data point will be allocated to its closest cluster after minimizing the sum of squares within that particular group. To put it simply, by means of averaging, K-means searches for k centroids and assigns each data point to the most suitable cluster - all with striving to keep the centroids as compact as feasible.

Here there is a link to a Kaggle example to see the process complexity.

The benefits of customer segmentation

Customer segmentation is the process of dividing a customer base into groups of individuals that are similar in specific ways. Segmenting your customers allows you to create targeted marketing campaigns that are more likely to resonate with each group. As a result, segmentation can lead to increased sales and improved customer retention rates.

There are many benefits to segmenting your customers, including:

1. Increased Sales: By targeting specific groups of customers with tailored marketing messages, you are more likely to convert leads into sales. Additionally, segmentation can help you upsell and cross-sell products and services to existing customers.

2. Improved Customer Retention: By understanding the needs and wants of your different customer segments, you can create loyalty programs and other initiatives that improve customer satisfaction and encourage repeat business.

3. Enhanced Targeted Marketing: Segmentation allows you to focus your marketing efforts on those groups of customers that are most likely to purchase your product or service. This ensures that your marketing budget is being used effectively and efficiently.

4. Greater Insights into Customer Behaviour: Segmentation provides valuable insights into customer behaviour, which can be used to improve the overall customer experience. Additionally, this data can be used to develop new products and services that meet the needs of your target market segments.


In conclusion, customer segmentation is a powerful tool for understanding your customers and tailoring your offering to create the best experience possible. By evaluating your data, constructing segments based on meaningful criteria, and testing different approaches regularly, you can ensure that your customer segmentation strategy remains effective and up-to-date.

With the right approach in place, you will be able to make more informed decisions that are better tailored to each of your distinct customer groups.