Customer Segments should not be based on wishful thinking. One thing is right: in the Customer Segments block, you define the different groups of people or organizations a company aims to reach and serve.

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It is not a good idea to define the Customer Segments based on static data such as male or female, age range or where they live. Instead of demographic data, it is therefore better to use people's dreams and beliefs to divide them into customer segments. Three things can help you to make this division: (1) Purchase patterns, (2) Touchpoint engagement and (3) Targetable interests.

In our Google Classroom we help you getting started. In addition to our videos, you will also find templates, extra case studies and useful references about Customer Segmentation. Do you want feedback from our experts after filling in the templates? That is also possible in our Classroom!