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Segmentation paralysis?
April 17, 2006
In this day everybody is telling you to segment, segment, segment. Now I fully support this philosophy, but sometimes companies are too wrapped up in segmentation and creating offers specific for segments, instead of offers that are best for them. Now I recently said that Golfsmith needed to do their segmentation better, but this email below is relevant for their entire audience.
In market research their is a term called "analysis paralysis" meaning you can get so wrapped up in analyzing the data that you have a hard time producing actionable recommendations. Companies can get so wrapped up in segmenting that these "targeted" offerings are thought out too much and may be so specific that without exact proper timing, they can fail miserably.
Posted by Jeff.
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