The soft form of the Fundamental Campaign Segmentation for Demand Generation. The horizontal axis shows probability of purchase if not treated, while the vertical axis shows the probability of purchase if treated. The diagram shows four segments,
- Persuadables (top left) [more likely to purchase if treated];
markedly when treated;
- Lost Causes (bottom left), [unlikely to purchase];
- Sure Things (top right), [likely to purchase]; and
- Boomerangs (bottom right), [more likely to purchase if not treated].