Customer segmentation is the practice of dividing customers into groups by shared traits or behavior, so campaigns and journeys can target each group differently.
Category
CDP Fundamentals, Marketing Automation
Also known as
segmentation
Segments can be simple, such as country or first purchase, or behavioral, such as browsed but did not buy, or active in the last 30 days. A CDP makes them live, so a customer moves between segments as their behavior changes.
In practice
A segment is only as good as the data under it. Before you target one, count how many customers it holds and spot-check a handful; empty or mislabeled segments are the most common reason a personalized campaign misfires.
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