Segmentation that never changes a decision is just a nicely colored spreadsheet

Splitting an audience is only useful if the segments get treated differently. If the message, offer and channel stay identical, the segmentation exists on paper alone.

A segment earns its place when:
— it responds to a distinct message better than the average;
— it justifies a different offer or channel;
— you can actually reach it without guessing.

Endless micro-segments feel rigorous but often collapse into the same generic campaign.

Keep the cuts that change what you do next. Discard the ones that only change the chart.