What is “data minimization” in segmentation?

Data minimization is a core principle under GDPR and similar privacy laws. It means collecting only the personal data you genuinely need for your stated segmentation purposes and not keeping it longer than necessary.

In practice, this requires asking whether each data point actually improves your segmentation. Do you need exact birth dates, or just age ranges? Do you need full addresses, or just postal codes? Every unnecessary field creates liability without adding value.

Minimization also applies to retention. If someone hasn't engaged in two years and you have no legitimate reason to keep their detailed behavioral history, that data should be deleted or anonymized. Holding onto everything indefinitely violates the principle even if the original collection was justified.

The benefit extends beyond compliance. Leaner data sets are easier to manage, faster to process, and less damaging if breached. A ship carrying only essential cargo navigates more safely than one overloaded with goods it may never need.