One of the basic tools used to manage sales is customer segmentation. It allows you to specify which clients we are looking for and to indicate key parameters of individual clients' value for our business. Clients are divided due to various parameters, such as their needs, shopping behavior or which products they use. Customer segmentation also categorizes clients due to such parameters as age, interests, behavior, housing, etc. It is worth remembering that it is not only about determining who our clients are, but more importantly - who they are not. This allows you to increase profits by adjusting sales to the needs of real users. Properly conducted customer segmentation allows you to specify on which customers or potential customers we should spend the most time. It makes possible distinguishing those who realistically generate the largest income from those who are seemingly important, but in reality, they take much time but give relatively little profit.