Segmentation is the science of dividing up all of the records in an organization's database into small groups that can be marketed to and measured over time. It is the way in which we apply demographic, mood, and transactional data to our marketing activities.
Most organizations that have a segmentation model are able to provide detailed descriptions of what those segments are and when they approach them. Organizations without a segmentation model need to plan one carefully. Segmentation strategies change from organization to organization. This is because the mission of each organization is unique and the characteristics that make up its supporter base are equally unique.
Segmentation usually begins by defining broad audience groups. However, audiences should not be considered as isolated groups; they may support the organization in a variety of ways. By recognizing that these relationships exist, an organization can offer personalized targeted marketing.