{"id":911,"date":"2016-06-28T06:20:00","date_gmt":"2016-06-28T06:20:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2016\/06\/28\/segmentaciones-inutiles-e-ineficientes-10-elementos-imprescindibles-para-evitarlo\/"},"modified":"2025-12-02T09:46:05","modified_gmt":"2025-12-02T09:46:05","slug":"segmentaciones-inutiles-e-ineficientes-10-elementos-imprescindibles-para-evitarlo","status":"publish","type":"post","link":"https:\/\/hamilton.global\/en\/segmentaciones-inutiles-e-ineficientes-10-elementos-imprescindibles-para-evitarlo\/","title":{"rendered":"Useless and inefficient segmentation: 10 essential elements to avoid it"},"content":{"rendered":"<div style=\"text-align: left;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">In conversations with marketing managers, general management and CEOs, I have realized that there is still a long way to go in achieving a segmentation strategy in accordance with the consumer or buyer information that can be obtained today with such tools. powerful ones we have.<o:p><\/o:p><\/span><\/div>\n<div style=\"text-align: left;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<p><\/p>\n<div style=\"text-align: left;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">There are a series of criteria beyond the classic ones of actionability, differentiability, and discriminating power, which must be taken into account when analyzing usefulness and efficiency segmentation.<o:p><\/o:p><\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div style=\"margin-bottom: 0.0001pt;\"><\/div>\n<ol>\n<li><span style=\"font-family: Arial, Helvetica, sans-serif;\">Segmentation must be a useful tool for the purpose for which it is intended, whether to build loyalty, attract or consolidate business.<\/span><\/li>\n<li><span style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">There should not be a single segmentation in the company. There must be at least two typologies, one for communication (message, brand and positioning) and another for the development of solutions (products and services).<\/span><\/span><\/li>\n<li><span style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Eliminate the syndrome of \u201ccolorful monikers\u201d or PowerPoint segmentation, beautiful on paper but useless in strategy. Those segments that talk about \u201cfreedom\u201d, \u201cindividuality\u201d, \u201caspirationality\u201d. It is the brand itself that reflects that DNA in the strategy, not in the consumers.<\/span><\/span><\/li>\n<li><span style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">The barrier of social scientists, of closed psychographic models, such as VALS, Censydiam, etc., must be overcome.<\/span><\/span><\/li>\n<li><span style=\"font-family: Arial, Helvetica, sans-serif;\"><span style=\"text-align: justify;\">A segmentation must be dynamic and not static, moldable over time and specific to each market. We must flee from segmentations that equally serve a market<\/span><span style=\"text-align: justify;\">&nbsp; <\/span><span style=\"text-align: justify;\">banking than for mass consumption than for technology. I&#039;ve seen them and they don&#039;t work.<\/span><\/span><\/li>\n<li><span style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">The key is to understand the needs and relational model of a market or category with the consumer.<\/span><\/span><\/li>\n<li><span style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">New technologies are there to help define behavioral patterns that are relevant to the business.<\/span><\/span><\/li>\n<li><span style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">The segments found must explain on their own the motivations, needs and covered and uncovered solutions of a consumer with their market or category. This is where the opportunities come from.<\/span><\/span><\/li>\n<li><span style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">It is essential to profile beyond sociodemographic or socioeconomic elements since these are obsolete to current consumer impact requirements.<\/span><\/span><\/li>\n<li><span style=\"font-family: Arial, Helvetica, sans-serif;\"><span style=\"line-height: 115%; text-align: justify;\">The self-employed, the millennials or the knowmads are not a segment, they are a part of the population that in itself can be segmented.<\/span><span style=\"line-height: 115%; text-align: justify;\">&nbsp; <\/span><span style=\"line-height: 115%; text-align: justify;\">Not all millennials think, behave or have the same needs and seek the same solutions. It is a mistake to speak of them as a single set.<\/span><\/span><\/li>\n<\/ol>\n<div style=\"text-align: left;\"><span style=\"line-height: 16.8667px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/span><\/div>\n<p><\/p>\n<div style=\"margin-bottom: 0.0001pt; text-align: left;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">And from here what we need for the strategy, a motivational segmentation? by needs or need-states? for solutions? for tasks? by moments of consumption? for attitudes? <o:p><\/o:p><\/span><\/div>\n<div style=\"margin-bottom: 0.0001pt;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><o:p><\/o:p><\/span><\/div>\n<div style=\"text-align: justify;\">\n<div style=\"margin-bottom: 0.0001pt; text-align: left;\"><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: left;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">And most importantly, none of them are exclusive, it all depends on the angle with which it is analyzed.<\/span><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: left;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div style=\"margin-bottom: 0.0001pt;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div style=\"margin-bottom: 0.0001pt;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div style=\"margin-bottom: 0.0001pt;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Jordi Crespo<\/span><\/div>\n<\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>In conversations with marketing executives, general managers, and CEOs, I&#039;ve realized that there&#039;s still a long way to go to develop a segmentation strategy that&#039;s aligned with the consumer or buyer intelligence available today with the powerful tools available to us. There&#039;s a [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Segmentaciones in\u00fatiles e ineficientes: 10 elementos imprescindibles para evitarlo -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/en\/segmentaciones-inutiles-e-ineficientes-10-elementos-imprescindibles-para-evitarlo\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Segmentaciones in\u00fatiles e ineficientes: 10 elementos imprescindibles para evitarlo -\" \/>\n<meta property=\"og:description\" content=\"En conversaciones con responsables de marketing, de direcci\u00f3n general y CEOs me he dado cuenta que todav\u00eda hace falta un largo recorrido en la consecuci\u00f3n de una&nbsp;estrategia de segmentaci\u00f3n acorde a la informaci\u00f3n de consumidor o comprador que se puede obtener hoy en d\u00eda con las herramientas tan potentes de las que disponemos. 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