RESULT OBTAINED
Decision concept
Strategic segmentation criteria: splitting in order to decide
What must be established
A useful analysis keeps its controls visible.
- 01
Choose variables linked to value or to the way to win.
- 02
Test measurability, stability, accessibility and actionability.
- 03
Assess the decision gain added by each criterion.
Decision reference
Make the next choice more explicit.
DECISION SUPPORTED
Which variables separate groups that call for different strategies?
DELIVERABLE TO KEEP
A justified set of criteria and a reproducible rule for assigning to segments.
NEXT ELEMENT TO EXAMINE
Needs-based segmentationExplore →26 · ORIGINAL ASSET
Actionability score of a segmentation
Quality test
Measurability, stability, difference in response, actionability and decision value are scored separately.
By sector
7.3/10By need
8.2/10By maturity
7.5/10Teaching case · simulated data · no real-world market conclusion.
DECISION SUPPORT METHOD
Quality grid for segmentation criteria
A segmentation criterion is strategic when it creates groups that call for different decisions. Age, size or sector are not enough if they change neither the need, nor the economics, nor the access. The grid tests the ability of each criterion to produce a reproducible decision.
Score each criterion from 0 to 2 on five controls. A criterion is kept with a minimum score of 8 out of 10 and no zero on measurability or actionability. Then test stability over two periods: if more than 20% of the entities change segment without a real change of behaviour, the criterion is too unstable to steer an investment.
| Control | Score 2 | Cause of rejection |
|---|---|---|
| Decision relevance | The segment changes the offer, the access or the allocation. | The criterion describes without changing any decision. |
| Measurability | The data exists with definition, period and source. | Membership rests on a non-reproducible impression. |
| Actionability | A distinct action can be executed and measured. | The segment cannot be targeted or served differently. |
| Stability | The group remains interpretable over the horizon retained. | Movements reflect measurement noise. |
| Economics | Costs, value and constraints can be compared. | The segment masks major economic heterogeneity. |
The sum is not an automatic verdict. It serves to eliminate weak criteria and to document the trade-offs. Any different weighting must be tested to check that it does not artificially reverse the priorities.
MOVE FROM ANALYSIS TO YOUR DECISION
Build a segmentation that makes it possible to choose
MOVE FROM ANALYSIS TO YOUR DECISION
Build a segmentation that makes it possible to choose
RETURN TO THE DECISION SYSTEM
See the canonical definition of marketing strategy→