Why do so many segmentation projects fail to deliver the goods?

For quite a few months now I’ve been working with the team at Cancer Research UK to help develop their new supporter segmentation. After countless days spent working through transactional analyses, quantitative and qualitative research findings, and segment profiles, a week or so ago we reached the point where the segmentation was all set to launch. So, it was perfect timing for one of my old colleagues there to email me a link to a very interesting blog post by Brad Bortner of Forrester Research – explaining “Why good segmentations fail”!

In it, Bortner says that recent research reveals most segmentation projects never actually fully deliver their planned business results. Not because they haven’t been well developed, but because effective plans are not put in place to ensure that the segmentation is properly adopted and used across all parts of the organisation.

He then provides some very sound advice on how to avoid this happening, which I'm pleased to say tracked pretty closely with our own implementation plans...

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