What should a business practitioner do if a segment doesn’t yield sufficient profiles for analysis?

When a segment does not yield sufficient profiles for analysis, refining the segmentation criteria to expand reach is a strategic action. This approach allows the business practitioner to adjust the parameters used in the segmentation process, potentially including broader demographic, behavioral, or engagement metrics. By doing this, the practitioner can discover more relevant groups of customers that were previously excluded or overlooked. This expansion is vital, as it increases the number of profiles, thereby enhancing the robustness and reliability of the analysis.

The goal of segmentation is to ensure that the selected groups are large enough to provide meaningful insights and data-driven decisions. Thus, by refining the criteria, the practitioner can better target potential customers or engage existing ones in a way that is more likely to drive results.

Other options, while they may seem viable in different contexts, do not directly address the immediate need for expanding the available data for analysis. Terminating the marketing campaign could lead to missed opportunities for understanding customer behavior. Sticking with existing criteria may overlook the potential for richer data collection and analysis. Investing in customer loyalty programs, although beneficial, does not directly remedy the situation of insufficient profiles for the current analytical needs.