Out with old traditional segments. In with segments reimagined.
Ever since the Internet was turned on, a firehose of data has been filling the servers of marketers. To make sense of it all, audience segmentation was born, bucketing together audiences based mostly on demographic data. Although grouping customers based on age, gender and income provided some guidance, it also contained many shortcomings.
Now, as the abundance and variety of data grows exponentially, there’s an opportunity to tap into these newfound sources and overcome the deficiencies of traditional audience segmentation. New audience segmentations take into account customers moving from device to device and channel to channel. By bringing together a trove of first-party data with second- and third-party data, you’ll create a full, multi-faceted profile. All while complying with strict privacy laws.
With these robust profiles, segments can be defined based on behaviour, personal interests, unique needs and more. And when you apply advanced audience segmentation capabilities, you can revolve your marketing efforts around the customer with unprecedented flexibility and control.