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Glossary
Glossary

Segmentation

Segmentation organizes a population into groups useful for a decision or action. It can be based on usage, potential, needs, or history. A segment must lead to a justifiable and understandable action. Multiplying groups without associated actions complicates management without any clear benefit.

Coup de Poing editorial team2 min
Design a programme

A concrete example

A programme distinguishes between new members, regular buyers, and inactive customers. Each segment receives a tailored proposal and success measure.

A point to consider

A segment must trigger a different action. Accumulating categories without operational use complicates management.

Link each group to a decision.

For each segment, indicate the entry criterion, the need, the proposed action, and the exit condition. Verify that the data enabling this allocation is available and up-to-date. Limit the number of groups to what the team can realistically manage. A participant moving between segments must maintain a consistent learning path, particularly regarding previously announced objectives and acquired benefits.

Questions to ask your team

  • What decision would be different if this segment did not exist?
  • How often are members reassigned?

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Glossary 2 min

Cohort

A cohort brings together people who share an event or starting point, such as the month of membership. Tracking it allows for the comparison of trajectories with similar maturity. The rules for entry, exit, and observation must be stable. It helps, in particular, to understand activation, consumption, and retention.

Understand and apply
Glossary 2 min

Network Management

Network management encompasses communications, training, events, and mechanisms that maintain partner involvement. It connects a central strategy to local realities. A useful calendar takes business cycles into account and provides participants with information they can use in their work.

Understand and apply
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