Topic · learning path
Segmentation foundations
Five short lessons that take you from one undifferentiated customer list to segments you can act on. You'll follow a story through the whole path, and run every calculation on your own numbers as you go.
5 lessons~34 min totalFoundational5 quizzes
0 of 5 complete · ~34 min left
Your learning path
Lesson 1Not startedWhy one-size-fits-all marketing costs you moneyMeet Matt: great shopkeeper, growing mailing list, shrinking results. Where the money goes when everyone gets the same message, with the maths to check your own numbers.Foundational7 minQuizLesson 2Not startedWhat is customer segmentation?Customer segmentation is grouping your customers by shared traits or behaviour so you can act differently towards each group. A plain definition, the five model families, and Matt's first three segments.Foundational7 minQuizLesson 3Not startedSegmentation vs targeting vs personalisationThree words that get used interchangeably and shouldn't be. Segmentation defines the groups, targeting chooses between them, personalisation adapts the message. Matt's spring campaign shows all three in order.Foundational6 minQuizLesson 4Not startedWhat makes a good segment? The five testsMeasurable, reachable, distinct, actionable, worth it. Five tests that separate segments that drive campaigns from segments that decorate reports, applied to four of Matt's candidates.Foundational7 minQuizLesson 5Not startedStatic lists vs dynamic segments, and other beginner mistakesThe export that quietly goes stale, the persona wearing a segment's name badge, and three more mistakes that undo good intentions. Matt makes one of them so you don't have to.Foundational7 minQuiz
Foundations: completeComplete every lesson and pass its quiz to earn the course certificate.