The more information you collect, the easier it will be to effectively market to your audience in the future. How you gather this information will vary based on the tools you currently have. Even if you don’t have a website (you should), keeping track of customer email addresses and segmenting that list is a great place to start. 

Keep in mind, segmentation doesn’t only involve demographics such as age, gender and class. “Segmentation…groups customers in relation to their attitudes, behaviours, motivations and barriers, providing much more effective and reliable insights,”