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Adobe® Target Classroom in a Book® by Lily Chiu-Watson, Brian Hawkins

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5. Segmentation and Targeting

Segmentation and targeting are essential components of any good optimization program. If you don’t segment your visitors into different audiences, you can only optimize to the “average” user. What you’ll most likely find out is that there are no “average” users. What one group responds to can be vastly different from another. Segmentation and targeting identifies these groups and delivers relevant content to each. Segmentation describes the ability to slice your reporting data to understand how each group behaved, and targeting is simply the ability to present a specialized activity or content to those groups. In the optimization world, those groups are called segments or audiences. In Adobe Target, the term “audience” ...

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