Segmentation

The term “Segmentation” in marketing, and more specifically in the context of a marketing automation strategy, is used in reference to User and audience Segmentation.
Consequent to the activity of user profiling, Segmentation thus indicates an activity of clustering a database of contacts and can take place based on the choice of different criteria ranging from demographic data, browsing and purchasing behaviour data, real-time data to data inherent to the user lifecycle or qualitative data collected through forms.

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