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We can't segment users properly

By
Mukund Kabra

Useful segments are based on what users do and need, not just demographics. Group users by behavior and value, check that each group responds differently, and keep only the segments that change a decision.

Category:
Measurement
Reading time:
2
min read
Published on:
October 24, 2026
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Measurement
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We can't segment users properly

We can't segment users properly

Problem

You have segments on paper. Nobody uses them.

Users are split by age, country or company size, but those groups behave much the same, so every campaign and feature still targets everyone. The segments never change a decision.

Your best and worst customers get identical treatment.

Insight

A segment is only useful if it changes what you do.

Groups based on behavior and value, how often people buy, what they use, how they found you, tend to differ in ways that matter. Demographic groups often do not.

Test each segment by asking: would we message, price or build differently for it? If not, drop it.

How we approach it

We build segments you can act on.

  1. We group users by behavior, value and need, using your product and purchase data.
  2. We check that each segment behaves differently enough to treat differently.
  3. We set a clear action for each segment across messaging, offers and product.

Your marketing and product stop treating everyone the same.

Tags:  
Unit Economics Analysis; LTV CAC; Profitability Model; Cost Structure; Growth Efficiency; Revenue Margins
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