Audience Segmentation
Audience segmentation is the division of customers into groups with common characteristics or behaviour, so that products, pricing and messages can differ between them.
Why It Matters
It decides who is targeted and at what price, and it is constrained by what data privacy law allows.
Related Terms
- First Party DataFirst-party data is information a company collects directly from its own customers and users, through its own products and with their consent.
- Identity ResolutionIdentity resolution is the matching of records across devices and channels to recognise that they belong to the same person.
- Consumer BehaviourConsumer behaviour is the study of how people decide what to buy: what they notice, what they compare, what they will pay and what makes them return.
VANTAGE52 Coverage
Published reporting filed under the topics behind this concept.
Zara Is Rethinking How It Expands
Inditex is turning to the U.S. for its next phase of growth, using online demand and store performance to make more selective decisions about where and how to expand.
How Etsy Is Building a New Economy Around Independent Sellers
Etsy is moving beyond the traditional marketplace model as AI-powered discovery, personalization and global commerce reshape how independent businesses reach consumers.
Why Understanding The Brain Is Becoming A Business Advantage
Brain capital is entering the productivity conversation as AI changes what people are for.
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