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Segmentation

By Dan Kurtz Updated 1 min read

Segmentation is the practice of grouping customers or leads by shared characteristics (behavior, demographics, purchase history, engagement) to enable targeted marketing. Simple segmentation uses fixed rules. Advanced segmentation uses AI to identify patterns.

Better segmentation improves every downstream metric: open rates, conversion rates, retention. The trap is over-segmenting: creating so many segments that each becomes too small to serve well.

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