To target the right customers, brand need to do segmentation the right way, not only for marketing campaign but also for analytics and insight.
Setup your criteria
Segmentation your customers based on three categories data
Segmentation use cases
Why do you need to segment your customers
Is feasible for ad-hoc campaigns where brand want to send promotion or offer to customers, happen randomly on monthly for example. The criteria may be differ based on strategy.
The customers in this segmentation will be added or moved time by time if they match with segmentation rule. For example, the customers may be in active segmentation of this week but not in next week if they don't have any online behaviour capturing.
Follow your customer journey, you defined the touch points to collect the data. You can segment customer by touch point such as customer have page view more than three times per week or customer who add products to cart. You should use two or more touch points together to have better result like add product to cart but not purchase.
Depending on marketing strategy and business goals, you can target the customer based on their life cycle stage: new customers, active customers and churn customers. You may focus on new customers on this time for acquisition, but later than you can focus on churn customers to increase customer lifetime value.