A group of users with similar characteristics or behaviours, such as past purchasers or users who have viewed specific products.

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Advertising Glossary

What Is A Segment?

A segment refers to a distinct subset of users who share common attributes or behaviors. These attributes could include characteristics like demographics, preferences, purchase history, or interactions with specific content. By grouping users into segments, businesses can tailor their marketing efforts to effectively target and engage specific audience subsets.

Segments enable marketers to create more personalized and relevant campaigns that resonate with the unique needs and interests of each group. For instance, a segment could consist of past purchasers, allowing businesses to deliver promotions or recommendations tailored to their buying history. Similarly, a segment of users who have viewed specific products can be targeted with relevant ads or follow-up content to nurture their interest.

Segmentation enhances the precision of marketing strategies, optimizing resources by directing efforts toward the most receptive audiences. It enables businesses to build stronger connections with their users, fostering a deeper level of engagement and increasing the likelihood of positive outcomes, such as conversions or brand loyalty.