Build a marketing segmentation system

Business result

Consistent eligible segments with measurable size, overlap and downstream contribution.

Next step

Define an audience

Working output

Project brief

Unit of analysis

Pseudonymous customer × segment version × eligibility date

Decision owner

Growth and Lifecycle Lead

Audience eligibility and identity

• Proposed audience change: Define one segment dictionary, reconcile identities and validate a limited activation with a holdout.
• Define the starting event, included population and inclusive time boundaries.
• Specify inclusion, exclusion, identity resolution and overlap rules.
• Check aggregate audience size and permission to use identifiers before delivery.

Acceptance checks

• Rules, starting events, time boundaries and exclusions are versioned.
• Segment totals reconcile and destination membership is checked.

Deliverables

• An audience selection rule with size and overlap checks
• Agreed scope, source requirements, responsibilities and acceptance checks.
• A working brief for a readiness and delivery conversation, not a completed investigation.