Chapter 9
Segmentation and Persona Development
IN THIS CHAPTER
Examining the facets of behavioral segmentation
Discovering the data needs for segmentation
Creating and refining segmentation with AI
Working with personas
Getting feedback from AI-created customers
In today’s competitive business environment, understanding and responding to consumers’ needs and behaviors is critical to drive more impactful and memorable marketing. Brands differentiate their offerings by knowing their customers well and responding to their distinct needs in a manner that’s as personalized as possible. Staying customer-centric matters even more when performance marketing tactics become more automated and product-specific. Segmentation, a cornerstone of marketing today, enables businesses to categorize their customers based on purchasing behaviors, demographics, life-stage preferences, interactions, opinions, and so on.
Behavioral segmentation, in particular, is a multifaceted approach to helping you understand ...
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