Customer Segmentation: Target the Right Customers

This course contains the use of artificial intelligence.

Two customers spend the same amount. One keeps coming back. The other takes twice the time to serve. Should your marketing treat them as the same opportunity?

I’m Dr. Law Payne. My bachelor’s degree in Business Administration and Marketing shapes how I approach these decisions. I designed this course for marketers, founders, consultants and business owners who want to make a practical recommendation they can explain to a team.

Across ten lectures in two sections, you’ll learn to compare customer needs, buying behaviour and cost to serve. In the foundations section, you’ll work through the evidence behind the first decision. The applied section gives you a second case with a different constraint, so you can see where the same reasoning holds and where the decision needs to change.

I designed the case exercises to give you a decision to make before you see the worked reasoning. In the final workshop, you’ll put the work together into a segment profile, an attractiveness scorecard and a targeting hypothesis Write down which evidence supports your recommendation, where your assumptions might be wrong, and what you would check before acting.

Bring one decision you’re responsible for at work. Start with the first lecture, then use the case and workshop to practise explaining your recommendation in plain language. Enroll if you want a way to take the next decision from an open discussion to a concrete plan you can share with your team.