s are fairly infinite in their life span. Once created, they are reviewed, modified, and reused over and over. Targeting segmentation, in contrast, is extremely short- lived. A targeting segment is typically built to support one particular campaign or activity and is subsequently abandoned. Each activity eXcellence in Telecommunications The Telco Churn Handbook gets its own segmentation project. The fact that targeting segments are short-lived does not mean, however, that they do not need to be tied back to the base segmentation. Application of Targeting Segmentation As we have already discussed, the primary purpose of targeting segmentation is to allow marketers and others to develop optimum targets for their activities. However, within our framework there is another important objective for targeting segmentation. Tying Discrete Campaign Activity to the Base Segments When business units start interacting with customers in contradictory ways, the organization loses control over the customer relationships. Enforcement of a structural segmentation that ties back to the base segmentation scheme and is used to form the WAR segments addresses that vulnerability. Another way confusing, contradictory, and negative messages get sent to customers, is campaigns. Tying the targeting process employed by marketing to the base segmentation will alleviate that problem. All targeting segmentation schemes must relate back to the base segments and all targeted customer relationship interactions must be directed and measured according to the WAR segmentation targets. By requiring this dependency we address the second major area where customer relationship management breaks down. MANAGING THE SEGMENTATION PROCESS ITSELF Formalization of the segmentation process as we define it here is entirely new to the telecommunications industry. Although partial attempts have been made at it in the past, no one has been able to assemble such a complete framework for the execution of such a plan. With a framework like ours, the firm can corral th