Behavioral Targeting & Personalization using Audience Segmentation
In the ‘offline’ world, the concept of customer segmentation is a very familiar one tomarketers. It is an accepted practice for companies to offer differentiated solutions andmessaging to customers based on variables such as age, geography, past purchasebehavior etc. In the web analytics domain however, most reporting and analysis stillhappens at an aggregate level. This absence of sophisticated audience segmentation toolsfor online audiences represents a huge opportunity to improve user engagement and thecost efficiency of online marketing. In this whitepaper we look at how audience segmentation data in the online world can be used for behavioral targeting and personalization of marketing messages.