. Renewable segmentation schemes are put together with the clear understanding that they will be used for an extended period of time and, as such, will have to be refreshed and adjusted on a periodic basis if they are to remain useful. With a renewable segmentation scheme we can plan the obsolescence of the existing models and greatly ease the transition of the organization from one version of the model to the next. Using renewable segmentation models can do much to ease the organizational shock that results from imposing dramatically different segmentation approaches. More importantly, a well designed segmentation renewal scheme will allow the organization to track the long-term progress made with particular groups of customers and will greatly enhance the accuracy and pertinence of organizational evaluation reports. eXcellence in Telecommunications The Telco Churn Handbook DISASSOCIATED VS. RECOMBINANT SEGMENTATION Another critical aspect of segmentation strategies that is overlooked by the great majority of organizations is the issue of segmentation scheme compatibility. Because most segmentation models developed in the past were basically short-lived targeting segmentation schemes, no one really worried about whether the memberships of customers under one scheme could be mapped to their memberships in another scheme. Basically, each model stood alone and was unrelated to any other model. The problem with this approach is that, unless you can map the customers from one segmentation scheme to another, there is no way to compare the impact of differing campaigns on the individual customers. Disassociation Example For example, let's say that Mary is a middle-aged businessperson living in the northern part of the city and that she has two telephones and makes use of Internet services. One marketing group is launching a campaign offer that will allow Mary to sign up for new services at fifty per cent of the cost of her existing plan. The targeting segmentation, based on geography, has chosen the northern part of th