Eden Prairie

Heather Fletcher is senior content editor with Target Marketing.

The best way for marketers to make the most of their customer relationships is to understand their customers' needs, wants, values. That’s precisely why customer segmentation is so vital—it provides valuable information about customers so marketers can furnish stronger, more targeted offers.

The trouble is customer segmentation comes with its challenges, and marketers often trip up during the process. Here, industry professionals discuss common mistakes marketers should avoid when performing customer segmentation.

Nearly 500 years ago, Don Juan Ponce de León traipsed across Florida in search of the elusive fountain of youth. But the Spanish explorer may have been misguided about leaving home, as now Americans searching the Internet for rejuvenating vacation spots voyage to his native Iberian Peninsula in droves.

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