Audience Segmentation

Audience segmentation is the practice of dividing a broad market into smaller groups with shared traits such as behavior, intent, lifecycle stage, or value potential. It matters because generic messaging usually underperforms against tailored communication. In social and paid campaigns, segmentation helps match creative, offer, and channel to each audience profile. Teams typically build segments from platform data, CRM signals, and on-site behavior, then test performance by segment rather than by campaign alone. A common mistake is over-segmentation with too little volume, which reduces learning speed and makes optimization unstable.