What is it?

Segmentation is the process of grouping users based on shared characteristics or behaviours. Segments are used to tailor messaging, experiences, and measurement.

Segmentation improves focus and relevance.

Examples in Action

• Segmenting by device or channel
  
• Differentiating new versus returning users
  
• Behavioural or lifecycle segmentation
  
• Intent-based grouping
  

Typical Outcomes / Results

• More targeted optimisation efforts
  
• Improved performance analysis
  
• Clearer insight into behaviour differences
  
• More effective experimentation
  

This definition reflects standard segmentation approaches.