A practical guide to turning insight to into impact

You’ve invested in insight. You’ve built your segmentation. But something’s not clicking.Campaigns aren’t landing. Teams are defaulting to generic approaches. And despite all the planning, your segmentation feels like it’s gathering dust.

You’re not alone. At CACI, we’ve seen it time and again: segmentation that’s rich in theory but poor in activation. That’s why we created our practical guide, Why Segmentations Fail and How to Avoid Them — a resource designed to help you bridge the gap between insight and impact.

What's inside the guide?

• The five most common reasons segmentations fail — and how to avoid them.
• Real-world examples from brands like DFS and TSB.
• Practical steps to embed segmentation across CRM, media, and customer journeys.
• Advice on building internal buy-in and creating activation roadmaps
• Tools to help your teams personalise, automate and scale with confidence.