Why Segment? The more directly you can communicate with your customer about their interests, the more likely they will be to respond.
Inclusion of people in your community who are marginalised or disadvantaged is a key requirement of some funding bodies. This article will prompt your thinking on how identify these groups in your community.
A bit unsure of what things mean? This is a comprehensive list explaining the terms that have been used in the resource kit.
Customer data is valuable because it enables you to contact people directly in the future, to tell them about events they may be interested to attend. This can be much cheaper and more effective than newspaper advertising.