Audience Segmentation Brief

Convert available customer and market data into actionable audience segments for media, CRM, creative, measurement, and business decisions. Treat segmentation as logistics classification: every audience has a destination, route, message, value potential, and activation method.

How This Skill Orchestrates

1. Web search (Claude — MANDATORY): Search Kantar Worldpanel for category penetration/frequency, industry CLV benchmarks, platform audience sizes by country
2. Script execution (scripts/segmentation_engine.py): RFM scoring + CLV estimation (BG/NBD + Gamma-Gamma heuristic) + K-Means clustering + Consumer Identity Graph resolution. Runs multiple methods based on data availability
3. Reference lookup (references/segmentation_methodology.md): RFM framework (11 segments), PyMC-Marketing CLV methodology, K-Means guide, Identity Graph architecture (7 match key types), 1st/2nd/3rd party data strategy, LATAM/Mexico specifics (LFPDPPP, WhatsApp addressability, phone-first matching)
4. Upstream context (Claude): Pull channel allocation from media-routing-planner, scope from scope-audit, CRM platform from crm-journey-architect
5. Visual output (Visualizer): Segment distribution chart + CLV tier pyramid + Identity Graph match rate + activation matrix

Models used (all justified):