You want to succeed. You might even want some of that blackbox magic stuff. But to really achieve excellence in customer segmentation, you have to start simply and bring others up to speed. You have to answer the simple questions. You need clear concise pictures which communicate well thoughtout principles. In short you need a complete presentation... not just a boaring report or obscure correlation coefficients. Probably even more important, your presentation has to generate action. If what you present doesn't relate to sales, marketing, creative and management... and help them make decisions... then the battle will ultimately be lost. Finally, it is nice if the data is so conclusive that it actually settles some side bets. Are our customers rich or poor, smart or ..., white or blue collar? Lets see some real answers.